Lego to double number of stores in China

Danish toy maker Lego is planning to double its number of stores in China.

LEGO House in Billund, Denmark, March 6, 2018. [Photo: VCG]

The company plans to have 150 stores in the country by the end of this year.

A new flagship store opened in Beijing earlier this month.

General manager of Lego China Paul Huang says the company is optimistic about business in the Chinese market.

"We are doing the right thing at the right market at the right time. With more and more affluent middle-class population and also the two-child policy implementation, and also the upgrade of people's consumption, we feel these are great opportunities for us in China."

Lego first entered China in the 1980s.

Now the company has about 60 branded retail stores across the country.

To meet the growing demand, Lego built a factory in Jiaxing in 2016.