Retail in Asia


LEGO opens its first Chongqing flagship store

A new flagship LEGO store has opened in Chongqing. Syd Hu, LEGO’s head of retail, stated on LinkedIn that the company intends to integrate local culture with an immersive store atmosphere to provide children, families and loyal fans with a unique play experience.

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Moreover, Hu stated that the new launch plans to combine local culture with a hybrid of digital and physical retail in order to offer local consumers a deep-diving, personalized shopper journey.

This year, LEGO announced a plan to expand its digital offices in Shanghai, London, and Billund to accommodate the growing team, which is expected to grow to over 1,800 over a three-year period. As part of its long-term digital ambitions, it recently opened a digital office in Copenhagen. The office will serve as the base for up to 400 employees, one of four digital workspaces worldwide.

From play to shopping to technology infrastructure, the company will increase its digital investment across all areas of the company. Additionally, LEGO is seeking engineers, product managers, UX/UI designers, technical programmers, digital security specialists, data scientists, and technical program managers to contribute to the company’s growth.

Over the last fifteen years, the global toymaker has ramped up its presence in the Chinese market.  LEGO has expanded its retail business in China by opening more flagship stores and stores in smaller cities to reach more consumers. The first LEGO flagship store in China was opened in Shanghai Disney Town in 2016.

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A campaign titled ‘Playing and creating around Hong Kong’ has also been launched by LEGO Hong Kong as a result of collaborating with ‘Walk In Hong Kong’. The initiative isdesigned to invite Hong Kong residents to ride a special LEGO double-decker bus that is decorated with Hong Kong elements and giant LEGO mini figures.articipants are able to explore the sights of Hong Kong Island, Kowloon, and New Territories by taking various creative routes.