Discussion Questions - The LEGO Group: Envisioning Risks in Asia (A)

1. How attractive is the branded toy industry?

2. How well has LEGO adapted to the industry environment?
3. What are the key opportunities and challenges in the Asian market?
4. With a specific focus on the Asian market, do a scenario planning and determine the
implications and options for the LEGO Group. Should LEGO build a factory in Asia
in the next five to seven years?