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Danish toymaker Lego is hoping to build a following with Chinese parents by promoting its place in the classroom as well as the toy box.The focus on learning, in a market notorious for its rigid exam-oriented education system and piles of homework, could help Lego in China as business elsewhere softens.China's toy market was estimated at about $9.6 billion last year, growing close to 10 percent against 2016, according to the China Toy and Juvenile Products Association.In China, Lego competes with the likes of Mattel Inc., Hasbro Inc. and local market leader Alpha Group. Lego, via its education arm, which it says is kept separate from its commercial toy business, and major shareholder Lego Foundation work with academic centers such as Beijing's Tsinghua University and other education bodies.China's Education Ministry and Lego also collaborated on an "innovative talents training program," in which more than 10,000 grade school teachers take part annually.Kragh said the education business did not actively try to sell Legos to consumers.
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