LEGO launches first flagship store in Chongqing

LEGO has unveiled a new flagship store in Chongqing. According to his LinkedIn, Syd Hu, head of retail at LEGO said this aims at integrating local culture with an immersive store atmosphere and bring unique play experience for all the children, families and authentic fans in the city.

Hu added that the new launch also hopes to combine local culture with hybrid of digital and physical retail that bring deep-diving and personalised shopper journey to local consumers. 

MARKETING-INTERACTIVE has reached out to LEGO for additional information.

Back in May this year, the LEGO Group planned to expand its digital offices in Shanghai, London, and Billund to accommodate the growing team which it said will nearly triple in size over a three year period to more than 1,800 globally. This comes as it recently opened a new digital office in Copenhagen to support its long-term digital ambitions. The office, one of four digital workspaces globally, will be a base for up to 400 colleagues.

The company will step up its digital investment across all areas of its business, ranging from play to shopping and technology infrastructure. LEGO is also looking for engineers, product managers, UX/UI designers, technical programme managers, digital security specialists, and data scientists to join the challenge, and support its expansion. 

The global toymaker has entered China’s market for 15 years. It has expanded its retail business in China opening more flagship stores and stores in smaller cities recent years in order to reach more consumers. The first LEGO flagship store in China was lunched in Shanghai Disney Town in 2016. 

Furthermore, LEGO Hong Kong collaborated with "Walk In Hong Kong" to launch the campaign titled “Playing and creating around Hong Kong”. aiming to invite HongKongers to ride a LEGO special double-decker bus full of Hong Kong elements and giant LEGO mini figures, where participants can enjoy Hong Kong’s amazing scenes via various creative routes on Hong Kong Island, in Kowloon and in the New Territories.

Related articles:

LEGO shows why 5 minutes is all a child needs to 'Brick the Rules'
LEGO and Epic Games partner for kid-friendly and 'creatively inspiring' metaverse
LEGO searches for APAC eCommerce director to build on 'ambitious' regional expansion plans