LEGO® BRICKthrough Challenge

Based on the information provided in the resources tab and on your own research, come up with a 3-year business strategy targeting the “0-14 years old girls” in Hong Kong.

Current toy market in Hong Kong

Studies recently show that the world toy consumption forecast will reach over US$260 billion in 2022, with the Asia-Pacific region leading annual growth in demand. Studies also show China, with its massive emerging middle class, will overtake the US to be the No. 1 consumer next year. (Link to article FYI)

Even though smart toys are becoming more and more popular these days, traditional toys still remain a hit among children and parents, who consider them important tools for child development.

In this great growth context, LEGO® is looking to expand further its presence in Hong Kong targeting mainly girls aged between 0-14 years old and their parents! LEGO’s main objective is to become a more female-friendly brand, because: “not only boys get to play with LEGO!”.