China - October 02, 2024

LEGO confident in stacking long-term growth in China: CEO

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Dai Kaiyi, Reporter:

"China remains a vital market for many global companies, so as LEGO’s global CEO, how confident are you in the company's future development here in China?"

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Niels B. Christiansen, Chief Executive Officer, LEGO Group:

"I'm very confident. If I look at it from my position as the CEO of the LEGO group, the opportunity in China, the amount of children in China, the amount of focus on education, on understanding some of the importance of what you learn through play is just there. So, I have no doubt about the long-term potential. I think that the future is interesting and is bright, and we are committed to be part of that, and to invest into that."

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Dai Kaiyi, Reporter:

"Speaking of that, would you like to share some of LEGO’s future investment plans in China?"

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Niels B. Christiansen, Chief Executive Officer, LEGO Group:

"We are investing in a LEGOLAND park in Shanghai, a very big amusement park where kids and families can really enjoy the LEGO brand and can live it out. In a physical version and opening next summer, that's something that has a high focus and takes a lot of investments from our side as well."

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Dai Kaiyi, Reporter:

"So the China International Import Expo is going to take place in Shanghai this November. At this year's expo, how does LEGO plan to showcase its innovation? And more importantly, deepen its ties with Chinese consumers and partners?"

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Niels B. Christiansen, Chief Executive Officer, LEGO Group:

"It's been ever since I was actually there the first opening and have been there several times. And it's been amazing to see that how popular the Lego booth at this CIIE has been on this and we then used it as an opportunity to launch special products that tie into Chinese culture around. We have some very special Chinese new year product every year that I think people look forward to. They always announced that the CIIE so that would be a big thing. There we will typically unveil some of the new innovations and new ideas within that. So it's a good occasion for us to get connections and to really also promote what we do. That's special for China."

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