Danish toymaker Lego plans to expand its retail footprint in India with 50 branded outlets by 2030, expanding in one of its fastest-growing Asian markets.

The company currently operates four stores across Gurugram, Bengaluru and Chennai, and intends to focus on major metropolitan areas for its next phase of expansion.

According to a Reuters report, which cited Lego India's country manager Bhavana Pandey Mandon, online channels account for approximately half of Lego’s India revenue while quick commerce contributes just over 10%.

Mandon was quoted as saying: “India is one of the biggest markets from a potential perspective within Asia.”

She said the company is fast-tracking the country's strategy and committing substantial resources to the effort, but she did not provide further specifics.

In India’s toy sector, Lego competes against US-based Mattel and Hasbro, as well as domestic brand Funskool.

The company’s local business has been expanding at more than 50% annually, significantly outpacing its single-digit global growth rate.

Higher parental spending on non-digital play products and increasing interest among adult hobbyists have supported demand.

Formula One-themed Lego sets have performed particularly strongly, with sales surpassing expectations and placing India among the top Asian markets for the range in 2025.

The report added that discussions with the Indian Government regarding potential domestic manufacturing are underway, although the company has no immediate plans to start production in the country.

Lego positions itself at the premium end of the Indian market through large, experience-focused stores in metropolitan locations, supported by e-commerce and third-party retail to reach smaller cities.

Retail Insight Network has contacted the Lego Group for comment.

Last April, the Lego Group opened a $1bn manufacturing facility in Binh Duong province in southern Vietnam.

The facility was described as supporting regional growth prospects and improving international product availability.

It also serves as a template for the Lego Group’s Future Factory Workplace initiative, promoting sustainable, health-focused workplaces, employee recreation, community engagement and improved on-site amenities.