March 18, 2013 the LEGO Group issued a press release outlining plans to open a production facility of their own in China.
This press release comes on the heels of news that LEGO is now the world’s largest toy company, and has created multiple billionaires in the family owning LEGO. I assume they are building a factory in China to cut cost. This is the wrong way to do it. LEGO says quality will be strict, and parts produced in this factory will be of equal quality of all other LEGO. I just do not believe this. We’ve already seen lower quality used in many of the Collectible Minifigures, and look at the color differences so easily noticed in yellow LEGO pieces.
I think this is a big mistake for LEGO. and will eventually end up costing them a lot of money, and seriously damaging their reputation.
What are your thoughts on this?
LEGO Group to build factory in China
The LEGO Group has announced plans to build and operate its own LEGO factory in China. The factory will supply products for the growing Asian market. Construction is expected to begin in 2014.
“It is our strategy to have production close to our core markets in order to secure short lead-time and world class service to our customers and consumers, and it has proven a successful strategy. Asia – including China – is a future core market for the LEGO Group and therefore I am excited to share our plans for the new factory. Having full control of the production process is essential to deliver products of a consistent high quality and safety and in harmony with our values” says Bali Padda, COO and adds:
“In addition by placing a manufacturing site in the region we reduce our environmental impact as we will reduce the need for transporting products from Europe to be sold in Asia.”
State-of the art factory
The factory will be built in the city Jiaxing, right in the middle of the Yangtze River Delta and located approximately 100 km from Shanghai where the LEGO Group is planning to locate a regional distribution centre for Asia.
“The new factory will be built and run with the same technology, automation and standards for employee safety and product quality as our LEGO factories in Denmark, Hungary, Czech Republic and Mexico, and it will have a distinct LEGO look and feel.” says Michael McNulty, Senior Vice President, Procurement.
Producing for Asia only
The LEGO Group currently does not operate its own manufacturing facility in China, but with the new production site including moulding, decoration and packaging facilities it will have a supply base for future growth in Asia. LEGO Group sales in the region have grown by more than 50 percent annually in recent years.
“Based on our current expectations for growth in Asia, the factory should be able to supply approximately 70-80 percent of all the LEGO products sold in the region in 2017. All products made in the new factory will be sold in Asia,” says Michael McNulty.
Location with focus on employees
The location of the new factory, Jiaxing, has a population of 5 million and it has been chosen for several reasons, says Michael McNulty:
“It is close to our regional distribution centre and the city has all the facilities and infrastructure needed. But in addition, we believe the location is perfect in regards to securing the best environment for future LEGO employees. The city is the strongest possible match with core LEGO values, and the plans for a sustainable city development is well organized”
Jiaxing has been named “National Health City”, “National Model City for Greening”, “National Garden City”.
For further information, please contact:
Roar Rude Trangbaek, LEGO Group Press Officer
Ph: +45 7950 4348
Cell: +45 3065 3164
RRT@LEGO.com
Facts
• By 2017 the factory is planned to have an area of approximately 120.000 square meters
• In 2015 the factory is planned to have approximately 200 – 400 employees
• By 2017 the factory will be fully operational and is planned to have approximately 2000 employees
• These numbers depend on the growth and demand for LEGO products in Asia and can be adjusted.
• The investment will amount to a 3 digit million Euro figure
Time plan:
• Construction of the factory is planned to begin in early 2014
• By 2017 the factory is planned to be fully operational
Jiaxing:
• Jiaxing has a population of 5 million and a catchment area of approximately 15 million.
• There are two universities and numerous technical colleges located in the city.
• Jiaxing is ranked 25th in the city ranking of “100 best cities for foreign investment” and has earned the titles of ‘National Civilized City’, ‘Chinas outstanding Tourist City’, ‘National Health City’, ‘National model city for greening’, ‘National garden city’ and national innovation pilot city.
• Jiaxing is right in the middle of the Yangtze River Delta There are numerous multinational companies located within Jiaxing Economic and Technological Development Zone
• Jiaxing is located approximately 100 km (1.5 hours) from Shanghai
I am an Adult Fan of LEGO (AFOL) and an active member of the Michigan LEGO User Group (MichLUG). I have loved LEGO for as long as I can remember. I am currently working on the following models:
– UCS Millenium Falcon
– Emmett’s Apartment Building
– Gringott’s Bank
I don’t have confidence in it. I’ve just seen so many new stories about dangerous food and products from China…I don’t trust them anymore.
Totally agreed. I think LEGO is making a huge mistake with this, and it will cost them dearly. If Chinese produced LEGO starts hitting markets outside Asia, I don’t think I would buy new LEGO any more. I would deal strictly with the older second hand market. Way too many quality and safety concerns going along with this.
Do you know what they do in currently in China? So if they don’t have a factory currently in China, how are some of the parts made there already? On a few Lego boxes where it says where components came from, China has been included. I’ve been so unhappy already with some parts, like pieces where you can see a huge seam on the hair piece like this one http://minifigfun.wordpress.com/2013/03/11/pot-head/ and pieces that feel lighter, made from a different material like Mega Bloks, wonder if those pieces are made in China?
They do make parts in China currently, put it’s not in a factory of their own; built by LEGO or staffed by LEGO employees. I believe. This new one is supposed to be all LEGO.
Those low quality pieces are almost certainly made in China. From what I learned, China will not let LEGO import the proper ABS to make the parts correctly. If this is true, it brings up two questions for me:
1) Since we is China concerned with importing anything?
2) Why will they let them import the correct materials in this factory?
Interesting. I didn’t know that China does not import the right kind of ABS. That sounds fishy to me.
Yeah, I didn’t get all the details, but that was the gist of it. It would explain the inferior parts we’re seeing.
It would be awesome if someone more knowledgable came across this post and set the record straight…