Lego Group announced during a press conference in Singapore that they plan to build a new toy factory in China's Jiangxi province.
According to Lego, this new factory is expected to be completed in 2017 and it will create nearly 2,000 jobs in China and Southeast Asia.
Basing on Lego's market survey, the company's sales in Asia increased by over 50% year-on-year in 2012. During the first half of 2013, its sales increased by over 35%. On the completion of the new Jiangxi plant in 2017, its products will all be directly provided to the Asian market.
Bali Padda, vice president of Lego, said during an interview that China is becoming the world's largest economy and it has a large number of middle class people. For Lego Group, it is challenging and exciting to further develop within the Chinese market. At the same time, the company is committed to learning more local knowledge by hiring local talents.
Padda emphasized that Asia and China will become core markets for Lego Group. They will establish a local team to develop products for the targeted markets. They also need to build factories in China to directly control product lines, so as to ensure the quality of products purchased by local consumers.