Lego doubling down on China market

Opening of Legoland Shanghai Resort marks major milestone in group's efforts to build a full ecosystem — from retail and brand experiences to product innovation and education

The opening of Legoland Shanghai Resort on July 5 has been key to Lego Group's long-term strategy in China, marking a major milestone in its efforts to build a full ecosystem — from retail and brand experiences to product innovation and education.

The move has also showcased the group's strong commitment to its development in China.

The $550 million resort, China's first and the largest Legoland park at the time of opening, is the result of collaboration between Shanghai Jinshan Urban Construction Investment Group, UK-based Merlin Entertainments Group, Denmark's KIRKBI Invest A/S under KIRKBI, the parent company of Lego Group, and Chinese media and entertainment conglomerate CMC Inc.