Lego Group eyes smaller cities for big growth in China

The Lego Group, one of the world's best-known toymakers, is expanding its presence in emerging cities in Northwest China by opening more stores that prioritize immersive play experiences for kids, which is expected to drive further growth while enhancing digital efforts to better connect with its increasing member base in the country.

Lego China, the parent company's local subsidiary, opened its first beacon store — it is larger than other Lego stores and has more interactive elements — at the Saga Shopping Center, Xi'an, Shaanxi province, on Saturday. The store's location was specifically selected to draw more consumers. Recognized as one of the city's top shopping destinations, Saga boasts an indoor waterfall and a long elevator that moves shoppers all the way to the sixth floor.

The two-story Lego store stands out for its glittering glass display areas showcasing life-size Lego brick figures resembling princesses and military generals of the Tang Dynasty (618-907). It offers shoppers in-store tours themed Flourishing Chang'an, to pay homage to the ancient capital of the Tang Dynasty, which is now Xi'an.