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April 30, 2001
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Money > Business Headlines > Report April 30, 2001 |
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Lego to step up toy market presenceSwati Prasad Lego Singapore Pte is expanding its product range and is targetting the Rs 5 billion Indian toy market. "We are working towards becoming a dominant player in the Indian market," John Ungermand, regional sales manager, Asia distributors, Lego, said. The company hopes India to become the biggest market in south-east Asia for its toys within the next three years. At present, Singapore is the biggest market in the region for its products. Lego toys are being marketed by Mahindra Intertrade, a Mahindra group company. This company imports Lego toys from Denmark. Initially, the company will expand its product offerings by launching its Creator and Racer ranges in June. These toys are meant for children over five years and has a price tag beginning Rs 195. At present, Lego has a presence only in 10 Indian cities. The company plans to sell its toys in all the Indian cities and those towns with a population of over 500,000. "The Indian toy market is fast moving from the unorganised to the organised sector," Ungermand said, adding that there was a shift away from "frivolous toys" to educational toys like those of Lego's. "Globally, there is a shift in favour of educational toys since the boundary between learning and playing is fast diminishing," he said. According to Ungermand, the trend is far more pronounced in India. "Out of every 100 Lego toys sold in India, 10 belong to the Lego Baby range, which are meant for infants below 18 months. Another 30 belong to the Duplo range, meant for kids between 18 months and five years. The mid-segment, comprising Mars, Creator, Racer and Bionicles ranges, is meant for kids between 5-10 years and makes up for another 30. The remaining belongs to the Robotics and Techno range which is meant for children above 10 years," Ungermand said. The company has no plans to manufacture its products in the country. "The toys are manufactured under strict quality conditions and a deviation of even 1/5000 of a millimetre is unacceptable. Therefore, worldwide, we have only four manufacturing facility, though Lego is available in 140 countries," he said. Powered by YOU MAY ALSO WANT TO READ:
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