BEIJING / SHANGHAI : DANISH TOYMAKER Lego is hoping to build a following with Chinese parents by promoting its place in the classroom as well as the toy-box.
The firm, famous for its brightly colored building blocks, is working with local education departments, state schools and the private education providers -
To get kids playing with Lego as a way to boost motor skills, creativity and attention spans.
The educational push in China goes beyond what LEGO does in other markets, in part a nod to the country's disciplined focus on learning but also a reflection of how the market is -
Booming in importance as growth in the United States and Europe slows.
It also taps into the desires of Chinese Parents to give their children a competitive edge - even at a young age.
Deng Xianyu, 48, has been buying her 8-year old son Lego blocks since he was 2 and now sends him to Lego classes every weekend.
She said she likes that the student learn specific skills such as computing and science as they play:
''If it was just putting blocks together, I don't think that would be totally necessary,'' said Deng Xianyu, 48. ''But I think it is great that they do the coding as part of the classes.''
The focus on learning, in a market notorious for its rigid exam-orientated education system and piles of homework, could help Lego in China as business elsewhere softens.
[Agencies]
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