Second flagship for Lego Group China

Lego Group China has started building a flagship store at People’s Square, Shanghai.

“Opening our second flagship store in China reconfirms our long-term commitment to the country,” says Lego China GM Jacob Kragh.

Covering 585sqm over two floors inside Shanghai ShiMao Festival City, the store will feature the first Lego personalisation experience of its type in China, allowing guests of all ages to be creative and innovative with Lego bricks.

Lego brand retail senior VP Claus Flyger Pejstrup says the aim is to give families an opportunity for quality time together above and beyond shopping.

The new store, which follows the introduction of flagships at Shanghai Disneyland and Leicester Square in London is expected to create about 45 jobs. Recruitment start this month.

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