The colorful plastic bricks produced by Danish toy maker Lego are so popular in Asia, that the company now plans to build a factory in China.
The plan was revealed after releasing its earnings on Thursday 5 September, CNBC reported.
“We were able to deliver growth of over 35 percent in Asia in the first six months of the year and it’s certainly a key focus for us going forward, ” Lego’s CFO, John Goodwin, told CNBC’s : “Worldwide Exchange” on Thursday.
“There’s a huge amount of children within the Asia region and it’s an area that we haven’t had a huge focus for the company in the past but we see it as a massive opportunity,” he added.
Goodwin said the manufacturing plant near Shanghai would aid a nearby distribution center to serve its Asian customers. He said the product would remain the same as it is in the U.S. and Europe, adding that the Chinese consumer was “very enthusiastic” about the global product.
Lego was founded in 1932 and is known for the small plastic bricks used by children to construct models.