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Lego Sets 1st Chinese Mainland Authorized Store in Pudong
Publish time: 2017-04-05

Lego, the world-renowned toy manufacturer, is accelerating its pace to enter the Chinese market, and Pudong has become the "bridgehead" for the process. Following the first flagship store of Lego brand in Asia settled in Shanghai Disneyland Town, the brand's first authorized store in China's mainland also landed in Pudong on March 25, and was officially opened at Bailian Century Shopping Center located in Lujiazui.

Lego Group originated in Denmark 85 years ago, its "system in play" composed of the connectable bricks is the innovative source of Lego toys. 6 pieces of the standard Lego bricks of the same color in the size of 2 4 cm can be combined up to 915 million different shapes. It is such abundant combinations that free the creativity, imagination and inspiration from limitation in the world of Lego, resulting in its popularity with fans of different ages.

On the opening day, many fans came to Bailian Century Shopping Center at 6 o'clock in the morning, waiting in lines to enter the store and buy their favorite products. According to the sources, covering an area of 220 square meters, the Lego authorized stores not only has a more comprehensive range of products to choose from, but also brings the Lego minifigure combination stand and Lego Pick-A-Brick wall that are popular worldwide to Shanghai. It is worth mentioning that directly placing orders with the Lego headquarters, the authorized store has ample and specialized supplies as a variety of global limited editions can be bought here. For example, the store provides the pre-sale of the "Silent Mary" in the Caribbean Pirates series that debuts across the world in April during its early operation period.

"At present, the Lego Group has opened more than 120 Lego brand stores in 10 countries and regions in the world, and in the future quite a few Lego authorized stores will be set up in China's other major cities," said Jacob Kragh, general manager of Lego Group China, adding that the chain stores of the brand will not only provide retail service for the consumers but also create the interactive shopping experience integrating hands-on combination, model display and delivery of brand culture.

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