Building blocs

“What we are looking for now with Tencent is just to find more creative ways of reaching children and creating bespoke content with Tencent, in this case, video games”


Jacob Kragh

Jacob Kragh, head of Lego in China, tells Reuters about a new partnership between the Danish toymaker and the Chinese internet giant. China’s toys and games market is worth $31 billion, of which Lego has a 3% share. In late 2016 it opened a giant factory in Jiaxing to serve the Asian market.

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