Latest news with #LegolandShanghaiResort
The Star
5 days ago
- Business
- The Star
Lego doubling down on China market
The opening of Legoland Shanghai Resort on July 5 has been key to Lego Group's long-term strategy in China, marking a major milestone in its efforts to build a full ecosystem — from retail and brand experiences to product innovation and education. The move has also showcased the group's strong commitment to its development in China. The $550 million resort, China's first and the largest Legoland park at the time of opening, is the result of collaboration between Shanghai Jinshan Urban Construction Investment Group, UK-based Merlin Entertainments Group, Denmark's KIRKBI Invest A/S under KIRKBI, the parent company of Lego Group, and Chinese media and entertainment conglomerate CMC Inc. The 318,000-square-meter resort boasts eight themed lands with more than 75 interactive rides, shows and attractions, as well as thousands of models built using over 85 million Lego bricks. "It's part of our strategy to have kind of the full ecosystem," said Niels B. Christiansen, president and CEO of Lego Group. "It's important for the brand to create experiences like this." "Would we like to have more over time? Yes, we would," he added. "But this Legoland Shanghai has been on the way for almost 10 years. It's a big thing — making a park like this. You don't just decide it and build it." Christiansen believes Legoland brings something distinctive to the entertainment and theme parks landscape in China, which include leading global players Shanghai Disney Resort and Universal Beijing Resort. "A Legoland resort makes a difference," he said. "We have attractions, and you can go on a roller coaster. But you can also go into mini land, and suddenly you have the Shanghai skyline in amazing size just in front of you." With around 450 stores and a growing digital presence, the world's leading toy company views China — home to 200 million children — as one of its most strategically important markets. "Now we are in China with all the different elements of the Lego brand — including building brands, product retail channels and resort," Christiansen said. "An investment like the one in this resort kind of shows our commitment to the Chinese market." "I have no doubts about the long-term growth prospects of China — both as a global economy and for the Lego Group in China." The company has returned to growth in the Chinese market in the first half of 2025 after a flat performance last year and is rolling out new initiatives to deepen its reach. "We've been able to maintain strong growth, which is really a privilege," Christiansen said. "Opening a resort like this and bringing that to consumers — our vision is clearly to grow revenue and the business, but also to grow by reaching more consumers." To that end, Lego has launched brand events in China ranging from World Play Day to activations around botanical collections and Formula One. "We keep upgrading our stores and making sure that they fulfill what consumers are really looking for," he said. On its supply chain, while global manufacturers continue to face logistics volatility and tariff concerns, the group has remained resilient — thanks to a regionalised production strategy. The company manufactures closer to where demand is, both to ensure flexibility and to align with sustainability goals. "Many of the Lego sets that Chinese children will receive this festival season haven't even been produced yet," Christiansen said, "because we can manufacture them just in time, based on which ones are the most attractive sets". With two factories serving Asia, three in Europe, and one (soon to be two) in the Americas, Christiansen said: "We're not that dependent on tariffs and moving things around the world. In that sense, we've been able to deliver throughout this period." This system matters for a company with creativity and imagination like Lego. "We need to be both: extremely creative, and extremely precise," he said. One of the keys to drive the toymaker in continuous growth momentum is its culture of experimentation and synchronised investment across brand, products and channels. "If you invest in all three things at the same time, you have a much better chance," he said. "It's not enough to invest in products if your channels and brand are not strong." The global toy market has seen renewed momentum in collectibles — led by players like China's Pop Mart, the maker of Labubu. Pop Mart has over 530 stores worldwide, an amusement park in Beijing, and 46 million shopping members. According to Clifton Chiu, senior analyst of Euromonitor International, Pop Mart's sustained success has seen it gain about 20 percent market share in the dolls and accessories market in China and 0.5 percent in the world, which is significant considering it is competing in the same space as Barbie. Lego has continued to be the biggest player in the construction toys market for kidults. In response to the fast rise of the Chinese toymaker, Christiansen said Lego Group is watching the trend with interest but remains focused on long-term brand integrity. "What we're seeing right now is that Pop Mart and collectibles are growing quite rapidly, but they're not taking away from the building or construction part of it," he said. "It's kind of the Lego Group and collectibles that are growing globally, which is a good thing." "Our part of the toy market is also growing pretty well. So we are following the trend, but I'm not too concerned that it will eat into our part of the market," he added. "We want to understand what it means to consumers so that we can tap into that experience as well." Lego already incorporates elements of collectibility in its sets — particularly in display-worthy licensed IP like Formula One — but Christiansen emphasised the company won't chase trends. "We will never compromise on the quality and the learning aspect of what we do," he said. "We don't just do something to do quick business. We want to do something sustainable over time." The rise of collectibles isn't new. "We're seeing that collectible trend all over the world …trading cards, and a lot of similar things where you buy something blind and get excited about what it is," he said. "It's a category that has historically appeared once in a while, stayed popular for three or four years, then became a little less exciting for a period, and then reemerged in a different setting." What would be new, he said, is seeing the collectible experience done "the Lego way" — creative, sustainable and built to last. - China Daily/ANN
The Star
11-07-2025
- Entertainment
- The Star
China's first ever Legoland is now open in Shanghai
A giant 26-meter Lego figure named Dada welcomes visitors to China's first Legoland resort in Shangha. – Photos: AP A giant 26-metre Lego figure named Dada welcomed visitors to the new Legoland resort in Shanghai. The resort, which opened Saturday, is the first in China. It is one of 11 parks across the world and was built with 85 million Lego bricks. Among the main attractions is Miniland, which replicates well-known sights from across the world using Lego bricks. It features landmarks across China like Beijing's Temple of Heaven and Shanghai's Bund waterfront. There's also a boat tour through a historic Chinese water town built with Lego bricks. A child looks at Lego toys at Legoland Shanghai Resort. — Photo: Reuters "My first impression is it is a good recreation, like a real fairyland of Lego,' said Ji Yujia, a Lego fan who was there on opening day. The resort was developed in conjunction with the Shanghai government by Merlin Entertainments and the Lego Group. — AP
The Irish Sun
08-07-2025
- Entertainment
- The Irish Sun
New Legoland opens with world's first robotic figures and largest Lego Minifigure in history
A BRAND new Legoland resort has opened in China - marking the first in the country. Legoland Shanghai Resort in China opened on July 5, boasting 75 rides, shows and attractions for visitors to explore across eight lands. Advertisement 7 Legoland Shanghai Resort in China opened on July 5 Credit: Merlin Entertainments 7 The park has 75 rides, shows and attractions across eight themed lands Credit: Alamy 7 There are a number of world firsts' at the park including the premiere of the Lego Monkie Kid show Credit: AFP Designed for children aged two to 12, the park greets guests with a 26metre Once inside, visitors can explore a number of And the park hasn't stopped at land-based rides either. Guests can hop on the world-first water-town Advertisement Read more on travel inspo Another first for the brand at this resort is Legoland Creative World - which allows visitors to see the largest Lego Minifigure in history . At Brick Street and Bricktopia there will also be a number of live shows. Then in the Lego Ninjago-themed land, families can enjoy three major rides - Lego Ninjago The Ride, Jay's Gravity Force Trainer, and Kai's Sky Master. For slightly younger guests, there is then the Lego City land. Advertisement Most read in News Travel And if that wasn't enough, there is also Lego Friends land for water lovers complete with a jet-ski based Water Race Challenge, boat building competitions and a 'Beach Party'. In the Lego Castle land, guests are transported into a Legoland Windsor opens brand new Woodland Village This land features a number of speed and height attractions too. Families can also team up to complete a firefighting rescue challenge at the Driving School. Advertisement Astonishingly, the park is home to over 85million Lego bricks which make up thousands of different models across the site's 318,000square-metres. And amongst all the According to 7 There is also a boat ride which takes passengers on a cruise through a Chinese water town built entirely from Lego bricks Credit: Getty Advertisement 7 The park is home to the world's first interactive Lego Minifigures too Credit: AFP Artificial Intelligence has also been used in the park with the world's first AI Brick Girl Minifigure that helps visitors explore the Creative World. Before guests even arrive at the park they can also create their own Lego companion on WeChat - a messaging app similar to WhatsApp - that will appear at different touchpoints throughout the resort. As for places to relax and refresh, there are six restaurants to choose from including Pigsy's Food Court , CITY Restaurant and Bricks Family Restaurant. Advertisement Alternatively, visitors can head to one of 10 7 There are six restaurants across the park and 10 food stands Credit: Merlin Entertainments And if visitors want to extend their time at the resort, there is a Until July 13, the park is hosting a number of events to celebrate its grand opening. Advertisement On the Lego Plaza there will be daily welcome shows, meet-and-greet opportunities and the chance for visitors to get their hands on merch and discounts. Tickets to the park start from £49.95 per person. Elsewhere, Plus, Legoland UK theme park has also launched the Advertisement 7 Tickets to the park start from £49.95 per person Credit: Merlin Entertainments
Scottish Sun
08-07-2025
- Entertainment
- Scottish Sun
New Legoland opens with world's first robotic figures and largest Lego Minifigure in history
And there are a number of attractions exclusive to the park too BUILD UP New Legoland opens with world's first robotic figures and largest Lego Minifigure in history Click to share on X/Twitter (Opens in new window) Click to share on Facebook (Opens in new window) A BRAND new Legoland resort has opened in China - marking the first in the country. Legoland Shanghai Resort in China opened on July 5, boasting 75 rides, shows and attractions for visitors to explore across eight lands. Sign up for Scottish Sun newsletter Sign up 7 Legoland Shanghai Resort in China opened on July 5 Credit: Merlin Entertainments 7 The park has 75 rides, shows and attractions across eight themed lands Credit: Alamy 7 There are a number of world firsts' at the park including the premiere of the Lego Monkie Kid show Credit: AFP Designed for children aged two to 12, the park greets guests with a 26metre Lego figure named Dada. Once inside, visitors can explore a number of exclusive attractions such as a live theatre where the world premiere of the Lego Monkie Kid show will be taking place. And the park hasn't stopped at land-based rides either. Guests can hop on the world-first water-town boat tour, which takes them on a cruise through a Chinese water town built entirely from Lego bricks. Another first for the brand at this resort is Legoland Creative World - which allows visitors to see the largest Lego Minifigure in history. At Brick Street and Bricktopia there will also be a number of live shows. Then in the Lego Ninjago-themed land, families can enjoy three major rides - Lego Ninjago The Ride, Jay's Gravity Force Trainer, and Kai's Sky Master. For slightly younger guests, there is then the Lego City land. And if that wasn't enough, there is also Lego Friends land for water lovers complete with a jet-ski based Water Race Challenge, boat building competitions and a 'Beach Party'. In the Lego Castle land, guests are transported into a magical land with wizards and dragons. Legoland Windsor opens brand new Woodland Village This land features a number of speed and height attractions too. Families can also team up to complete a firefighting rescue challenge at the Driving School. Astonishingly, the park is home to over 85million Lego bricks which make up thousands of different models across the site's 318,000square-metres. And amongst all the rides and models, guests can also interact with robotic minifigures. According to Blooloop, the park is home to the world's first, interactive Lego Minifigures, where guests "can talk to them, and they'll respond to you in real time". 7 There is also a boat ride which takes passengers on a cruise through a Chinese water town built entirely from Lego bricks Credit: Getty 7 The park is home to the world's first interactive Lego Minifigures too Credit: AFP Artificial Intelligence has also been used in the park with the world's first AI Brick Girl Minifigure that helps visitors explore the Creative World. Before guests even arrive at the park they can also create their own Lego companion on WeChat - a messaging app similar to WhatsApp - that will appear at different touchpoints throughout the resort. As for places to relax and refresh, there are six restaurants to choose from including Pigsy's Food Court, CITY Restaurant and Bricks Family Restaurant. Alternatively, visitors can head to one of 10 food stands, whilst also exploring the park's 10 shops. 7 There are six restaurants across the park and 10 food stands Credit: Merlin Entertainments And if visitors want to extend their time at the resort, there is a Legoland Hotel with character meet-ups and pyjama parties. Until July 13, the park is hosting a number of events to celebrate its grand opening. On the Lego Plaza there will be daily welcome shows, meet-and-greet opportunities and the chance for visitors to get their hands on merch and discounts. Tickets to the park start from £49.95 per person. Elsewhere, Legoland UK is the biggest in the world – and it's getting a grand new look. Plus, Legoland UK theme park has also launched the world's first 'Clubhouse' – where kids can access secret vaults.
Kuwait Times
07-07-2025
- Business
- Kuwait Times
China's first Legoland opens to tourists in Shanghai
Thousands of local tourists poured into China's first-ever Legoland as it opened its gates in Shanghai on Saturday, the latest theme park hoping to capitalize on a domestic tourism boom. The Chinese branch of the British-owned theme park franchise is the biggest Legoland in the world. It drew in early customers who flocked to attractions including a miniature train ride and a dragon-themed rollercoaster. 'I personally love to play with Lego blocks and we have many sets at home... so I wanted to come to Legoland at the earliest opportunity,' said Shi, a 35-year-old resident of nearby city Hangzhou, who was visiting the park with his wife and child. Despite the Chinese economy's sluggish growth in recent years, domestic tourist spending grew 18.6 percent in the first quarter of this year compared to the previous year, according to statistics. 'Ever since the pandemic, I've made very few trips abroad,' said Shi, adding his family now travels to theme parks around China 'many times a year'. Eager Lego fans rushed into the park as soon as it opened, wearing themed shirts and waving branded flags as they enjoyed the 318,000-square-metre (78.5-acre) compound in scorching temperatures. People visit Legoland Shanghai Resort, the world's largest Legoland, during the theme park's grand opening in Shanghai.--AFP photos Children play with lego at Legoland Shanghai Resort. People visit Legoland Shanghai Resort. A Lego diorama of the Forbidden City is seen past other landmarks (background) at the Legoland Shanghai Resort. People enjoy a ride at Legoland Shanghai Resort. A woman and child pose on a ride at Legoland Shanghai Resort. People enjoy a ride at Legoland Shanghai Resort. People enjoy a ride at Legoland Shanghai Resort. People enjoy a ride at Legoland Shanghai Resort. Children visit Legoland Shanghai Resort. Performers dance during a show at Legoland Shanghai Resort. An entrance to the Legoland Shanghai Resort. Beijing has announced subsidies intended to make travelling within the country more affordable for Chinese citizens, and is pushing local governments to heavily market their attractions on social media. Companies have taken note of the wider local tourism boom and stepped up their plans in China. A new 'Spider-Man' attraction at Shanghai Disneyland broke ground in May, while Warner Brothers is set to open a Harry Potter experience in Shanghai by 2027. Toy giant Hasbro said this week its giant Peppa Pig park in the city was now 'in the phase of creative design'. Chinese collectable toy maker Pop Mart has also opened an attraction in Beijing featuring life-sized versions of its popular Labubu toys. 'The various provinces are putting a lot of effort into expanding their tourism industries, and all of them have special attractions,' said Xu, a 34-year-old parent visiting Legoland on Saturday with his children. But profitability remains a problem, especially for local companies with less brand recognition. As of late 2024, around 40 percent of parks were still failing to turn a profit, according to state media reports. Yet analysts point to a growing population of retirees and job market changes as key factors pushing more locals to visit domestic attractions. 'The labor market is turning more flexible,' said Ernan Cui, China consumer analyst at Gavekal Research. 'More people have leisure time to travel around.' - AFP
