Lego built its global toy empire on plastic bricks. Now it is betting on bricks and mortar
Shoppers visit the new Lego flagship store in Beijing on opening day in February. Lego Group is expanding its presence in China, and will have more than 140 stores there by the end of this year. Richard Gottlieb, CEO of Global Toy Experts and publisher of Global Toy News, says Lego is putting its bricks-and-mortar dollars in the right place with the push for more stores in China.
Lego, more than many other brands, has a lot of reasons to love brick and mortar, Jim Silver, a veteran toy industry journalist and CEO of toy review website TTPM, said. Lego has already seen their stores succeed in China and elsewhere in Asia, and all of the large toy manufacturers are trying to increase their sales there, as the importance of the U.S. market is shrinking.
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