Shanghai Disneyland: LEGO Opens Its Largest Flagship Store in the World Here

▲ There's LEGO in Shanghai Disney！(Photo / from “Han Bing Yiran” Weibo)

Travel Center / Comprehensive Report

The world’s largest LEGO Brand Store opened on the 11th in Disneytown at Shanghai Disney Resort, marking LEGO’s first flagship store in Asia. Officials stated that in the future, LEGO plans to open more stores not only in China’s first- and second-tier cities but also in third- and fourth-tier cities.

The LEGO flagship store in Shanghai Disney has two floors. The store features LEGO brick-built figures, including classic Disney characters, traditional Chinese figures such as Mulan, and the 12 zodiac animals. In addition, a giant dragon model that occupies the atrium and extends up to the second floor is also a major highlight. According to The Paper, the store offers over 200 products that are exclusive to China.

▲ There's LEGO in Shanghai Disney！(Photo / from “Han Bing Yiran” Weibo)

The report noted that the LEGO factory in Jiaxing, Zhejiang has already started production. Niels B. Christiansen, President and Chief Executive Officer of LEGO Group’s China division, said the factory will expand to produce all product lines by early 2017.

Christiansen also mentioned that in the future, LEGO plans to open more stores not only in China’s first- and second-tier cities but also in third- and fourth-tier cities. Aside from retail outlets, LEGO will also establish more LEGO Discovery Centers in China and plans to build a LEGO land similar to Disneyland in China. Although the exact timing and location have yet to be confirmed, it is likely to open in Shanghai around 2018.

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