A few days before the opening of the third Lego flagship in Beijing (in March 2019), the Danish toy maker plans to more than double its physical store basis in China, from 60 to 140 units by December 2019. As its sales are flat or decrease in Europe and North America, China is an increasingly strategic focus for the Lego Group. Its Chinese sales jumped by a double-digit figure last year, despite a array of counterfeiting issues. Many Chinese parents shift away from a disciplined focu
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