Lego to build on China success

The masterpiece mosaic of 112,031 Lego bricks featuring Jinbao, the mascot of the China International Import Expo, at the Danish company's 378-square-meter booth at the Expo might alone has made it stand out as one of the most noticeable exhibits.

But it is with the exclusive launch of two sets of Spring Festival-themed products that the toymaker hopes to further penetrate into the country, one of its fastest growing markets, in which it has been selling its iconic bricks for 35 years.

"This is the first time we've made sets for a specific country or region," Niels B. Christiansen, chief executive officer of the Lego Group, said at the launch event during the CIIE in Shanghai.