Lego opens world's largest store at Shanghai Disney

2016-05-12 10:24

By (cri/chinadaily.com.cn)

Lego opens world's largest store at Shanghai Disney

Toymaker Lego has opened its largest retail store at Shanghai Disney on May 11, 2016.[Photo/VCG]

Shanghai Disney goers will have another attraction to visit this summer as the toymaker Lego has opened its largest retail store in the world at the resort.

The store is decked out with giant Lego dragons and walls filled with multi-colored plastic bricks, aimed at attracting both children and adults.

"I like castles... Because castles are very beautiful and I like beautiful houses."

"I hope Lego can gradually attach importance to the Chinese market, and produce the landmarks accordingly."

Lego's is setting up a factory in China which should be operational in 2017 in Jiaxing, 100 kilometers from Shanghai.

Jacob Kragh, the general manager of Lego China, said entering the Chinese market was crucial.

"Because in China we have many children that are still out there without having a good quality play experience, and this is the reason why we feel that in order to be successful in the long run, we have to make sure we reach more Chinese children."

The company now has 250 designers, and launched 350 products last year.

The Shanghai Disney theme park is slated to open on June 16.