Unit 3 & 4: Lego expanding to emerging markets

The family-owned toy maker Lego has reinforced their position as the world's biggest toy maker and now they are focused on expanding in Asia and also (eventually) in Africa. At present, 80% of Lego's sales are to countries that only contain 20% of the world's children. There is clearly huge opportunity for rapid sales growth in emerging markets - a case perhaps of selling more bricks to the BRICS and beyond?