LEGO Group Commits to Investment Growth in China’s Market

• LEGO Group affirms ongoing commitment to investing in China.
• LEGOLAND Shanghai Resort opened recently, expanding LEGO’s ecosystem.
• Christiansen highlights the project as a vital economic contributor in Shanghai.
• The resort features eight themed areas designed for children and families.
• LEGO has nearly 500 stores in over 100 cities in China.

LEGO’s Vision for Continued Investment in China

LEGO Group’s President and CEO, Niels B. Christiansen, expressed the company’s steadfast commitment to investing in China’s burgeoning market during a recent opening, emphasizing how the new LEGOLAND Shanghai Resort is emblematic of this dedication. In a press statement, he labeled the resort as ‘an important milestone for the LEGO Group,’ underscoring that the new attraction will strengthen LEGO’s ecosystem throughout China. This strategic move not only affirms LEGO’s long-term relationship with China but also highlights the significant potential for growth within the country.

LEGOLAND Shanghai: A Major Economic Contributor

The recent inauguration of LEGOLAND Shanghai Resort, which opened its doors this past Saturday, marks LEGO’s 11th global resort and notably, the largest LEGOLAND park upon its opening. Covering a vast area of 318,000 square meters, the resort is tailored to engage children aged 2 to 12 and their families, featuring eight vividly themed sections, such as ‘LEGOLAND Creative World’ with over 75 rides and interactive attractions. Christiansen noted that projects like this contribute positively to Shanghai’s economic landscape and aligns with national aims to boost domestic demand in tourism and cultural sectors.

Understanding China’s Market Dynamics

Christiansen also remarked on the prospects for attracting a larger customer base from China, reinforcing LEGO’s determination to expand its footprint in this key market. He touched upon the fruitful engagement LEGO has experienced through participation in the China International Import Expo (CIIE), which confirms China’s commitment to fostering international investment and protecting intellectual property rights. This encouraging climate, according to Christiansen, reassures major players like LEGO to continue bolstering their presence in China, having already opened nearly 500 stores across more than 100 cities.

In summary, LEGO Group’s investment in the new LEGOLAND Shanghai Resort illustrates its unwavering confidence in China’s market potential. With plans to maintain a robust presence and expand further, LEGO is positioned to not only enhance its brand but also contribute significantly to the local economy. The combination of strong governmental support for foreign investments and an emphasis on IP protection ensures a conducive environment for LEGO’s continued success.

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