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

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 growth in the United States and Europe slows. It also taps into the desires of Chinese parents to give their children a competitive edge - even at a young age.

Deng Xianyu, 48, has been buying her 8-year-old son Lego blocks since he was 2 and now sends him to Lego classes every weekend. She said she likes that the students learn specific skills such as computing and science as they play.