Yellow brick road.
Good news for you toy fans and brick builders living in China who are sick of knock-offs in the country. The real deal is opening up shop in Beijing.
LEGO has opened its first flagship store in the Chinese capital recently; this is the company’s third flagship store to open in China since 2016. This outlet features a strong Chinese-style setup like the Forbidden City and a giant LEGO panda. Oh, and a ton of guardian lions and dragons. Can’t forget those.
LEGO Senior Vice President Claus Flyger Pejstrup said that the Beijing branch may be the most innovative and experience-focused among the multinational flagship stores. That’s quite a feat to brag about.
In addition, the store has many digital elements to improve customer experience and interactivity. If you want more LEGO stories from us, there’s that Overwatch thing we did a while back.