lego store retail

World’s Largest LEGO Store Coming to Shanghai

Conveniently located outside Shanghai Disneyland

LEGO has announced plans to open its largest retail store ever in Shanghai.

Set to open June 16, the 1,000 square-meter flagship store will be located on the main shopping street just outside the entrance to Shanghai Disneyland. The store will include interactive indoor and outdoor play areas, and of course, life-size LEGO models.

Jacob Kragh, general manager of LEGO China, said he expects China to become one of the top markets in the world alongside the USA and Germany. “It will be a testament to our confidence in the China market,” said Kragh about the new opening. Although specific details weren’t released, LEGO retail sales grew 34 percent last year in China.

The new flagship store is just one part of LEGO’s expansion into the Chinese market. April 2 will see the opening of the LEGOLand Discovery Center, a 3,000 square meter facility located at Parkside Plaza in Shanghai’s Putuo District.

A hands-on experience for children aged three to ten, the LEGOLand Discovery Center will feature millions of LEGO blocks as well as a number of themed areas like Kingdom Quest, the LEGORacers Build and Test, and MiniLand. The facility will also feature a “4D” movie experience along with a cafe and shop.

Shanghai is also the location of flagship stores for Disney and Victoria’s Secret, while Beijing hosts the flagship store for Marks & Spencer. Both cities will have stores selling exclusive Simpsons merchandise in the future.

Charles Liu

The Nanfang's Senior Editor