Lego opens first Beijing flagship outlet in China expansion

Danish toy giant Lego opened its first Beijing flagship retail outlet Friday as the company steps up expansion in the world's second largest toy consumer market.

This photo shows the Forbidden-City eaves built from Lego, at Lego's Beijing flagship retail outlet at Wangfujing shopping area, Feb.22, 2019. [Photo: VCG]

Located in the downtown Wangfujing shopping area, the flagship outlet, the third in China, features a strong Chinese style such as Forbidden-City eaves and a giant panda built from Lego.

The Beijing store is the most innovative and experience-focused among the multinational's 350 flagship outlets worldwide, according to Lego Senior Vice President Claus Flyger Pejstrup.

The store also has many digital elements to improve interactivity and consumer experience, many for the first time, he added.

Lego has seen steady growth in the Chinese market since it entered the country over two decades ago. It opened its first retail flagship outlet in Asia, also the world's largest, in Shanghai in 2016 and another in 2018.