’s Ambassador to China, H.E.A. Carsten
Damsgaard served as host to greet 1,200 local Chinese families at the Danish compound.The CCTV.com Panview team had witnessed a vibrant atmosphe▓re where a corporat
e sponsor - Lego - opened up a ▓playground for children.The theme of the 2nd annua▓l event in Beijing is, "Planet Crew" that encourages children to care for the eco-s
ystem and to inspir▓e a love for renewable energies.Not marketing, but charityThe Danish Embassy children's party appeared to be a brilliant marketing strategy for
Lego, but the company's head of China opera▓tions, Stephen Burke, explained the charity team is separate from the corporate marketing side."20 percent of all of our
annual profits g▓o to
agen-based Lego are both firm beli
evers in STEM, educating children in science, technolo
gy, engineering, and mathematics▓, especially for young girls.Lego had invited the company's Chinese Robot Master - York - to teach child▓ren aged 7-10, to attend a hands-on session on de▓veloping robots and coding. The ‘We Do’ sessions allow children to use Tablets i▓n the learning process.In other parts of the site, children were requested to play with Legos ▓to build their very own renewables power plants, such as wind farms."We are connecting kids to the environment," said an LET organizer. "He▓re is where kids are thinking, dreamin▓g, iterating and prototyping while engaging in creative collaboration.&ldqu▓o;Children can receive special certif▓icates by building Lego windmills or other green-▓friendly designs that support eco-technology.T▓he Lego corporate team is key to emphasize that children can learn for fun as well.Danish love for crafstmanshipAdditionally, Denmark has earned world-wide recognition as a "design-driven nation," ac
cording to Casper Fr▓eddi
e, Denmark's head of trade in China at the ▓Consulate General’s office in Shanghai."Lego is a fantastic example of what Denmark can offer China," Freddie told CCTV.com Panview. "The toy company is educ▓ating children in a creative way and inspiring the Chinese on design."He added, "The Dutch focus on cra▓ftsmanship and aesthetics. For examp▓le, a chair is not just a chair, it needs to be beautiful and functional a▓t the same time."Danish companies have enjoyed better-than-expected business results in China. ▓Denmark is one of the few countries that can boast of havin▓g a trade surplus, not deficit, with Chin▓a.Denmark's sectors that have witnessed remarkab▓le growth in China are the pharmaceuticals, green energy technologies and consumer brands.