SQUEEZED between the boutique cafés and posh handbag shops in a Singapore shopping mall, Joey Tan is offering something very different, even radical, to the city-state’s consumers: play. Her shop, a franchise of “bricks4kids”, is selling classes for children to play with Lego bricks, and her idea is clearly taking off.Her initial outlet, the first in South-East Asia for the American franchiser, opened only in January, but already Ms Tan has opened two more and has several others in the pipeline. She has been invited to give Lego classes in schools, and has been prepping potential bricks4kids franchisees from elsewhere in the region.Ms Tan says that she had to overcome some scepticism at first. After all, she lives in the homeland of the “tiger mum”. Asking parents to pay extra for their kids to learn to play with coloured bricks flies in the face of some deeply held values. Singapore’s children, like those in Asia’s other aspirational societies, are often whisked off after school to yet more classes—in music, maths, anything traditional and serious-sounding—to keep them away from play, synonymous in their parents’ minds with idleness and failing exams.
Yet Ms Tan had a hunch that for a younger generation of parents, born in the 1980s, those prejudices in favour of piano-bashing and rote learning might be waning. She believes that these younger pussycat mums might instead appreciate their children learning the creativity, teamwork and problem-solving that, she argues, come from playing with Lego.The Danish firm that makes the coloured bricks certainly agrees with her. Lego has been enjoying extraordinary growth in Asia, much more so than in the rest of the world. Jorgen Vig Knudstorp, its chief executive, attributes this success directly to the well-documented rise of an Asian middle class (who can afford such a relatively expensive toy) coupled with a new-found willingness of these parents to let their children learn through play.All the bricks in ChinaAfter a strong 2012, Lego’s sales to Asian consumers have risen by 35% so far this year, outperforming the Asian toy market by a factor of five. Sales have grown by 70% in China, 35% in South Korea and 20% in Singapore.
The company will start building its first factory in China next year. Anything associated with Lego seems to flourish in Asia at the moment. The year-old Legoland theme park in Malaysia, just across the border with Singapore, is Asia’s first. Run by Merlin, an entertainment group which floated successfully on the London stockmarket on November 8th, it has already had 1m visitors.James Button of SmithStreet, a business consultancy in Shanghai, says Lego has found a receptive audience among some Asian governments, which agree with pussycat mums that traditional Asian education techniques do not foster the creativity and independent thinking that are increasingly needed in the modern global economy. The firm has teamed up with the Chinese government to open officially sponsored after-school Lego centres. There are now 20 of these in China, and over 100 in South Korea.The lesson for toymakers is that in the Asian market fun alone may not be enough if they are to persuade parents to buy their products.
Lego, Mr Button points out, is cleverly “straddling the line between education and play”. And that appeals to governments and mothers, as well as to children.An example of Lego's retail store fit-out, which is designed for interactive and vibrant shopping experiences. Everything is awesome – Australia’s first Lego store will open at Dreamworld on the Gold Coast later this year. The Lego Group and Dreamworld’s parent company, Ardent Leisure, today announced an agreement that will lead to what will be Dreamworld’s biggest retail outlet, at 350 square metres, and the first Lego certified store in Australia. The standalone branded premises, billed as a Lego-builder’s paradise, will offer access both from within and from outside Australia’s biggest theme park. Construction is scheduled to start in July with the new store expected to open in November. The Dreamworld Lego store will include a Pick-a-Brick wall, with dozens of canisters filled with bricks and other building elements.
Ardent Leisure CEO Deborah Thomas said the “hugely exciting” project would be entirely funded by Ardent as part of the overall master plan for Dreamworld. “As a Lego Certified Store, it is designed in partnership with The Lego Group and will have many different and exciting features, which will also include exclusive product releases and events,” Ms Thomas said. “This new store will be a destination in its own right and an added attraction to the existing retailers, rides and experiences offered at Dreamworld.” Glenn Abell, general manager for Lego Australia and New Zealand, said the partnership with Ardent Leisure marked an exciting journey for Lego Australia. The Lego store at Dreamworld is expected to be a destination in its own right. The deal was a win for the park and Gold Coast tourism, said Dreamworld chief Craig Davidson. “This will not only give Dreamworld’s millions of loyal customers a powerful incentive to visit their favourite theme park more often, but offers a new world-class tourism experience for the burgeoning numbers of international and Australian tourists flocking to the Gold Coast,” Mr Davidson said.
Related: Ardent winning the battle for Gold Coast tourists International tourism numbers to the Gold Coast were at record highs, he said. Visitors from China had increased more than 20 per cent on last year. The new store would feature a Pick-a-Brick Wall, a custom-built fixture with round canisters, each filled with Lego bricks and elements; The Living Room, an interactive play area and “brand ribbon” display of fully assembled Lego models. Exclusive sets would be available and the store would hold regular hands-on activities and special events. “The Lego Certified Store will be a fully immersive experience and a Lego builder’s paradise,” Mr Davidson said. Lego certified stores are owned and operated by a third party. The store fit-out and design is by The Lego Group.Family fun with 2 rides, 10 LEGO build & play zones, a 4D cinema & much more! How to get here We're open every day Save up to 25% on tickets 12 family attractions & activities4D cinema, Kingdom Quest laser ride, Merlin’s Apprentice, LEGO City Play Zone... and more!