On Wednesday, LEGO has opened its largest retail store in the world inside Shanghai Disneyland as the trial period of the amusement park is ongoing before its official opening on June 16.
The store features a myriad of LEGO bricks from its walls and even in the floors with two giant LEGO dragons welcoming guests of all ages and sizes.
According to LEGO China’s general manager Jacob Kragh, getting in the Chinese market is crucial for the company and stressed: “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.”
LEGO has already been setting up its first Chinese factory in Jiaxing and it is expected to start operations in 2017. It had also started trials for the LEGO Discovery Center in April.
Currently, LEGO has 250 designers on its slate and launched 350 different products throughout 2015.