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Denmark's Lego builds foundations in China classrooms as old markets slow

The educational push in China goes beyond what Lego does in other markets

Pei Li & Adam Jourdan | Reuters 

Danish toymaker Lego is hoping to build a following with Chinese parents by promoting its place in the classroom as well as the toy box. The firm, famous for its brightly coloured building blocks, is working with local education departments, state schools and the private education providers to get kids playing with Lego as a way to boost motor skills, creativity and attention spans. The educational push in China goes beyond what Lego does in other markets, in part a nod to the country’s disciplined focus on learning but also a reflection of how the market is booming in importance as ...

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First Published: Mon, February 19 2018. 20:19 IST
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