Lego cuts ribbon on Beijing flagship store

The Billund, Denmark-headquartered LEGO Group opened its first flagship store in Beijing on Friday, to create better play experiences and further tap China's world-leading toy consumption market.

Located at Wangfujing Street, one of the most popular shopping and entertainment areas in the capital, the 626-square-meter store aims to create a strong bond with local culture and tradition through large-scale 3D models.