On Nov 6, 2020, the project signing ceremony of Legoland Shanghai Resort was held in Shanghai during the third China International Import Expo (CIIE). The Jinshan District People's Government, UK's Merlin Entertainments Group, Danish toy production company Lego Group and China's leading entertainment group CMC Inc signed the contract at both online and offline ceremonies.

The first Legoland resort was established in 1968. Eight have now been built in Windsor, England, Florida and California in the United States, Japan, Dubai, Germany, Denmark and Malaysia. Each resort receives millions of visitors every year. At present, several other parks are under construction or are about to start construction.

With total investment of $550 million, Legoland Shanghai Resort will be one of the largest Legoland parks around the world. According to the information office of the Jinshan District People's Government, Shanghai Legoland will integrate elements of Chinese culture, incorporating Shanghai's local style and the distinguishing features of the regions south of the Yangtze River. It will be built as an immersive theme park with story themes, and is expected to break ground this year, with an official opening scheduled for early 2024.

As a participant in the CIIE for three consecutive years, the world-renowned toy maker Danish Lego Group has gained a lot from the expo. By 2018, after the first CIIE, the number of Lego retail stores in China has increased by more than 70. After the second CIIE, Lego opened its 200th retail store in China on Oct 1, 2020. The rising number confirms that the Chinese market has brought development opportunities to Lego. At the third CIIE, Lego launched four toy products inspired by traditional Chinese culture and stories.

Niels B. Christiansen, CEO of Lego, said that thanks to the recovery of China's economy Lego Group achieved its expansion in China and is very happy to take an active part in the fourth CIIE, hoping to gain even more market opportunities.

Sources: Jiefang Daily, cnr.cn, CCTV News, Xinwenchenbao, Shanghaifabu

By Xian Bihui