Danish toymaker Lego announced a major retail expansion in India, unveiling plans to open 50 stores across the country by 2030, marking one of its most aggressive moves in Asia’s fastest‑growing consumer market. The initiative comes amid growing demand for premium toys and interactive learning products, signaling strong confidence in India’s long-term economic growth.
Niels Christiansen, CEO of Lego Group, told reporters: “India represents an exciting opportunity for Lego. The young population, rising urban middle class, and increasing interest in STEM-focused play make this an ideal market for expansion.” He added that Lego aims to combine retail stores with localized digital and educational experiences.
The first phase of the expansion will see 10 new stores opening in major metropolitan areas including Mumbai, Delhi, Bangalore, and Hyderabad by late 2027. These stores will feature interactive play zones, workshops, and Lego-branded cafés, enhancing the in-store experience beyond traditional toy retailing.
Industry analysts highlight that India’s toy market has grown rapidly over the past decade, reaching $3.2 billion in 2025, driven by rising disposable income, e-commerce adoption, and an increasing focus on educational toys. Anupam Bhatia, retail analyst at RedSeer Consulting, noted: “Lego’s expansion is a clear sign that international brands see India as a key strategic market. This will likely encourage other global toy manufacturers to increase their presence.”
Lego’s strategy also includes localized product lines to appeal to Indian children, including sets inspired by Indian culture, architecture, and festivals. The company emphasized sustainability, stating that new stores will follow LEED-certified designs and integrate renewable energy solutions.
The expansion coincides with India’s growing digital economy, with Lego planning to integrate augmented reality (AR) apps and online educational platforms to complement in-store experiences. Lego India Managing Director Rohit Chugh said: “We are combining physical and digital play to provide a holistic learning environment. India’s youth are digital natives, and this integration is essential for engagement.”
Lego’s ambitious plan marks a long-term commitment to India, positioning the country as one of the group’s top international growth markets. By 2030, the company expects India to contribute significantly to global sales, while also driving educational initiatives and local manufacturing partnerships.
