Lego bets on Asia to fuel its growth
It has put its Asian base here and wants more Asians among its top ranks
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Lee U-Wen
[SINGAPORE] Lego, the brand synonymous with those popular interlocking plastic bricks, is banking on Asia to fuel its growth in the coming years as demand in this region continues to outpace that in the more mature markets of the Americas and Europe.
The privately owned Danish company will break ground next year on its first factory in Asia, a sprawling 120,000-sq-m facility in the Chinese city of Jiaxing in Zhejiang province. It will be fully operational by 2017.
And in a coup for Singapore, the company picked the Republic over other cities as the base for its Asian headquarters, which opened recently in Tower 3 of the Marina Bay Financial Centre.
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