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Lego cuts ribbon on Beijing flagship store

By Wang Zhuoqiong | chinadaily.com.cn | Updated: 2019-02-22 14:41
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The Billund, Denmark-headquartered LEGO Group opened its first flagship store in Beijing on Friday. [Photo provided to chinadaily.com.cn]

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.

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