LEGO expanding experience-centered stores in nation

Amid surging enthusiasm for out-of-home novel and leisure activities, LEGO, a global leader in toy manufacturing, is strategically expanding its presence by introducing more experience-centered stores in China to captivate more new consumers and forge deeper connections.

On Saturday, the Danish firm unveiled in Joy City shopping center in Xidan, Beijing, its third beacon store in the country, following earlier openings in Changsha, Hunan province and Xi'an, Shaanxi province, last year.

The store is designed to offer an immersive and culturally resonant playspace and amusement destination to build connections with visitors from the minute they step into the elevator. The lift and surrounding product display spaces in the store are adorned with ancient palace-themed decor, creating an inviting vibe for the immersive world of play.