Let’s go LEGO

China Daily (USA) - - FRONT PAGE - By YU RAN in Ji­ax­ing, Zhe­jiang yu­ran@chi­nadaily.com.cn

Toy­maker’s new fac­tory in Ji­ax­ing will pro­duce 80 per­cent of the iconic prod­ucts for the Asian mar­ket.

LEGO’s first fac­tory in Asia and the fifth in the world will start op­er­a­tion on Fri­day in Ji­ax­ing, Zhe­jiang prov­ince, to pro­duce up to 80 per­cent of all LEGO prod­ucts sold in Asia, which is grow­ing into one of its largest mar­kets.

The fac­tory is lo­cated in the city of Ji­ax­ing, in the mid­dle of the Yangtze River Delta and is ap­prox­i­mately 100 kilo­me­ters away from Shang­hai, where the LEGO Group will have its cen­tral dis­tri­bu­tion cen­ter for Asia.

“The op­er­a­tion of the fac­tory al­lows us to get closer to China, which is one of the fastest grow­ing mar­kets in the world and re­act for ad­just­ments to of­fer a bet­ter and more ef­fi­cient ser­vice to lo­cal con­sumers,” said Richard Wong, gen­eral manager of Asia man­u­fac­tur­ing at LEGO.

“How­ever, the selling price in China won’t be ad­justed to be lower for the mo­ment as what we value most is the de­sign and play­ful ex­pe­ri­ence of our prod­ucts.”

The fac­tory, which started trial op­er­a­tions in late 2015, cur­rently has three ma­jor de­part­ments in­clud­ing a mold­ing fa­cil­ity and pack­ing, cov­er­ing ap­prox­i­mately a to­tal con­struc­tion area of 165,000 square me­ters. It is ex­pected to be fully op­er­a­tional by the end of 2017. There are 1,200 em­ploy­ees work­ing in the fac­tory.

“We have built a state of the art fac­tory in Ji­ax­ing that ad­heres to the same global pro­duc­tion stan­dards as our fac­to­ries across the world,” said Jor­gen Vig Knud­storp, pres­i­dent and CEO of the LEGO Group.

Be­ing the most sus­tain­able plant LEGO has ever built, the fac­tory will have 20,000 so­lar pan­els in­stalled on its roof in the com­ing months and will be put into use by the mid­dle of 2017, re­duc­ing its car­bon diox­ide emis­sions by more than 4,000 met­ric tons an­nu­ally and pro­vid­ing 7 per­cent of the to­tal elec­tric­ity be­ing used at the site. For the first time, LEGO has ap­plied LED light­ing in the en­tire fac­tory to save en­ergy.

“We’ve ap­plied these mea­sures to re­duce emis­sions by an­other 2.5 per­cent, and aim to be sus­tain­able with 100 per­cent re­new­able en­ergy by 2020,” said Tim Brooks, vi­cepres­i­dent of En­vi­ron­men­tal Sus­tain­abil­ity & SMC at the LEGO Group.

LEGO Group, which en­tered the Chi­nese main­land mar­ket in the early 1980s, cur­rently has 37 of­fices and more than 30 lo­cal re­tail­ers in China.

We’ve ap­plied these mea­sures to re­duce emis­sions by an­other 2.5 per­cent.” Tim Brooks, vice-pres­i­dent of En­vi­ron­men­tal Sus­tain­abil­ity & SMC at the LEGO Group


Chil­dren play LEGO games at a con­test in Jan­uary in Shang­hai.

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