The Billund, Denmark-headquartered LEGO Group opened its first flagship store in Beijing on Friday. (Photo provided to chinadaily.com.cn)
The "Mosaic Maker" is also making its debut in Beijing, offering LEGO fans the chance to create personalized LEGO mosaic portraits. A "Pond Play Table" also allow customers to build their own fish and place them into a giant pond.
Paul Huang, senior vice-president of the LEGO Group and general manager of LEGO China, said, "We are excited to open our first flagship store in Beijing, which will allow us to bring creative LEGO play to even more Chinese children."
Claus Flyger Pejstrup, senior vice-president of the LEGO Group and Head of LEGO Retail, said, "Our LEGO stores are a great tool for building brand awareness and emotional connection with our fans." It is the company's third flagship store in China since 2016. The first two flagship stores are located in Shanghai.
