Lego plans global expansion with shopping centers eager for new stores

Lego, the world's No. 1 seller, is on track to open dozens of international stores by the end of the year.

The Danish toy maker said Tuesday in its statement that the expansion of this store included a flagship store that it planned to open in Amsterdam next December, as well as nearly 80 new stores in China. The project is expected to enable Lego to have more than 140 stores in 35 Chinese cities by the end of the year. Its opening is also scheduled in Mumbai, India, early next year.

The openings will allow Lego to count more than 600 stores worldwide.

"We are pleased with our performance given the transformations that are transforming the toy industry around the world," said CEO Niels B. Christiansen in a statement. "In this context, we continue to increase sales and consumer market share in our largest markets."

In the United States, Lego has 91 stores, according to its website. The company has not specified the number of new stores outside China planned for 2019 in North America. It has opened a handful in the United States every year, even before the bankruptcy of Toys R Us, in 2017.

When Toys R Us was still in business, Lego often had a whole aisle devoted to its products in the stores. That same real estate on the shelves is probably much harder to do at a Walmart or a target. Lego realizes that it needs to invest more in its own stores and in its e-commerce strategy, rather than depending so much on its wholesale partners.

Earlier this year, for example, he opened at Simon Property Group's Haywood Mall in Greenville, South Carolina, marking his first foray into the state. The Legoland Discovery Center, with rides and play areas filled with Lego, is also expected to open at the American Dream Meadowlands of the Triple Five Group, still under construction in East Rutherford, New Jersey. Part of this shopping center should open at the end of October.

The Lego expansion comes as US malls search for tenants, with store closures continuing to multiply and poised to break a record at the end of the year. The owners are also looking to bring in Lego stores, as customers are attracted to new experiences. In Lego stores, kids can play while their parents do their shopping. Parents also tend to prefer Lego because they see it as a learning toy.

Christiansen said that the company's goal is "to inspire future generations of children".

Target has also recently announced a reinforcement of its activity in the toy sector. He joins Walt Disney to open permanent Disney stores in some of his stores before the holiday season.

The owner of the Toys R Us brand, Tru Kids, is also considering a return for the bankrupt chain. The first two new Toys R Us stores are expected to open in November.