On June 16, Shanghai plans to open a 1,000 square-meter LEGO flagship store. The store will be the largest retail store in the world. Located in Disneytown (the shopping centre attached to the entrance of the new Shanghai disneyland) the new outlet will also feature interactive indoor and outdoor play areas and life-size LEGO models.
This gigantic LEGO emporium is another attempt to push LEGO into the Chinese market. At the beginning of April, the LEGOLand Discovery Center is set to open in Parkside Plaza in the Putuo District. The general manager of LEGO China, Jacob Kragh, expects that China will become one of the top markets for LEGO in the world, following the US and Germany. At present, LEGO has over 20 stores of China, but Kragh believes that this will determine how successful LEGO can be in the Chinese market.
The LEGOLand Discovery Center will comprise of themed areas, such as the LEGORacers Build and Test, MiniLand and Kingdom Quest, and will be a hands-on experience for children aged three to ten.
The LEGO store in Joy City, on Xizang Bei Lu, remains the largest store in China.
[Image via Nanfang]
