Lego unveils largest store in China

The Danish brand popular foe its plastic brick has been revitalised in recent years partly through the success of The Lego Movie.
Lego store

Toy giant Lego has opened the doors of its largest retail store in the world at the Shanghai Disney Resort.

The Danish brand popular foe its plastic brick has been revitalised in recent years partly through the success of The Lego Movie. Founded in 1932, its brightly coloured plastic bricks have made the Kristiansen family one of Denmark's richest.

Moreover, the company is expecting its factory in Jiaxing of China, 100km from Shanghai, to be up and running in 2017 which would add another milestone to its global expansion plans. The company already has factories in Denmark, Hungary, Czech Republic and Mexico.

Jacob Kragh, the general manager of Lego China who used to be the president of Lego Education, said entering the Chinese market was crucial.

"We want to make sure that we put a good, playful learning experience into the hands and the minds of children wherever they are in the world. But when you have that objective, you can think of no other country that offers that opportunity to a greater extent than China," he said.

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

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