Lego hopes to build on China success

Denmark-based Lego Group, one of the world's leading manufacturers of play materials, aims to offer a broader range of toys for both children and adults in China's first to third-tier cities, with a greater offering of physical and digitally-enhanced toys.

Last year, Lego China achieved a double-digit growth in terms of revenue, especially with growth in first and second-tier cities, according to Jacob Kragh, general manager of Lego China.

"Lego has a strong commitment to investing in getting products more broadly available in China," said Kragh, adding that the company has opened more than 20 outlets, including flagship stores and certified stores.