A new generation of Asian moms who see value in playtime is driving sales for Lego, reports The Economist (11/16/13). Known as ‘pussycat moms,’ they mark a departure from so-called ‘tiger moms,’ who typically keep their kids occupied with “anything traditional and serious-sounding.”
The ‘pussycat moms’ “instead appreciate their children learning … creativity, teamwork and problem-solving.” Joey Tan is taking this idea to retail with ‘Bricks4Kidz,’ where children do nothing but “play with Lego bricks … her idea is clearly taking off.” (…)
Lego is further helped by “some Asian governments, which agree with pussycat moms that traditional Asian education techniques do not foster the creativity and independent thinking that are increasingly needed in the modern global world.
The firm has teamed up with the Chinese government to open officially sponsored after-school Lego centers. There are now 10 of these in China, and over 100 in South Korea.”