Lego currently accounts for 13.8% of the toy market and ranks first in its industry according to the data available.
Romania is a big market where any company should be present because it will see substantial growth in the future, said John Ungermand, senior director Emerging Europe of Lego.
The Danish company, whose annual revenue stands at EUR3 billion, has been selling products in Romania since 1993 via a dealer in Transylvania at first and now its own representative office that it opened this year.
In 2006, the Lego management decided to turn Eastern Europe into a growth driver and speed up expansion to these markets previously served by dealers, John Ungermand said. Despite the crisis, in 2010 the management confirmed its strategy for development in the region, recruited its Romanian team in 2011 and the representative office became operational this year.
Lego expects about 30% annual growth on medium term, which it says would allow it to reach a 20% market share.
The company puts the toy market at EUR90 million to EUR100 million and says it would focus on investments in marketing first and make money on long term. Lego has no plans to open a store in Romania any time soon, but might consider it later and do it via a partner, which would use its brand and sell the products. Its plans do not include opening a manufacturing facility in this country, either.
(English version by Loredana Fratila-Cristescu)