The Inspiration brought by LEGO Group to Chinese Toy Brands under the Internationalization and Localization Marketing Strategy

Abstract

China is the world's largest producer and exporter of toys. However, the toy industry in China is "large but not strong." Facing the huge potential of the domestic toy market, the dominance of foreign toy brands, and the lack of domestic toy brands, in the process of the transformation from "Made in China" to "Created in China," how can Chinese toy companies embark on their path of building brands? This paper discusses the localization practices in the current product strategy implemented by Lego, attempting to provide suggestions for the internationalization of Chinese toys. This article's analysis aims to help Chinese toy brands enhance their brand quality; highlight their brand features; and combine globalization strategies with localization strategies to help Chinese toy enterprises improve their product competitiveness and successfully enter overseas markets. The current product strategy of the Lego Group combines a global perspective with local practices, which has contributed to its great success in the international market, and its brick products are also loved by more and more consumers. This article, starting from LEGO's product strategy, has profound significance in analyzing the company from the perspective of global localization. Not only does it enrich the current research on the LEGO Group, but it also provides valuable experience for Chinese toy companies in formulating their global localization product strategies.