Lego opens store in Shaanxi province

The Lego Group, one of the world's leading manufacturers of toys and play materials, opened its first certified store in Northwest China on Sunday and announced expansion plans in the country's second-and third-tier markets to open another 40 new stores in the country by the end of this year.

The 260-square-meter store, located in Xi'an, capital of Shaanxi province, unveiled its mosaic mural theme of the Tang Dynasty (618-907) with 470,000 Lego bricks and two 3D models of Terracotta Warriors also made of Lego bricks. The display featuring unique elements of local culture and traditions is part of Lego's efforts to bond with local consumers.

Paul Huang, senior vice-president of the Lego Group and general manager of Lego China, said the rising opportunities in new first-tier cities such as Xi'an and in second-and third-tier cities in China have given them great confidence in Lego's development in the country, boosted by the stronger pursuit of quality of life and faith in learning through play.