Lego Denmark builds in Asia

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COPENHAGEN -- Lego Denmark is to invest $37m in a new production factory in Korea located 60km south east of Seoul. It will be managed by the Lego Korea Company, a regional subsidiary founded in 1995.

Lego has decided to add a sales and marketing function to the new plant, which will be responsible for Lego's market development in the region which includes China and Japan.

Lego Denmark officials say that over 70% of production will be sold regionally, while 30% will serve markets in Europe, North America and Australia.

Copyright October 1996, Crain Communications Inc.

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