ShanghaiMay 30, 2026 /PRNewswire/ — On May 30, the LEGO Group held a themed celebration ceremony titled “Ten Years of Joy, Imagination in Motion” at Shanghai Disney Town, commemorating the 10th anniversary of the LEGO® Brand Flagship Store (Disney Town). This year also marks the 10th anniversary of the Shanghai Disney Resort. As the first LEGO Group store opened in China, the store has undergone a revitalizing upgrade for its 10th anniversary, not only offering more Chinese consumers an even more imaginative and creative play experience but also reaffirming the LEGO Group’s confidence in deepening its presence in the Chinese market.
The 10th anniversary celebration ceremony of the LEGO® Brand Flagship Store (Disney Town) was successfully held
Deep Integration of Disney Elements, Flagship Store Transformed into a Play World
Located in Shanghai Disney Town, this LEGO Brand Flagship Store, as the first flagship store opened by the LEGO Group in mainland China, officially launched in 2016, marking the beginning of the LEGO brand’s retail network layout and development in the Chinese market. The store opened concurrently with the Shanghai Disney Resort, leveraging the unique cultural tourism advantages of the resort to quickly become an iconic must-visit destination for tourists and consumers.
On the occasion of its 10th anniversary, the store completed a revitalizing upgrade in early May, welcoming consumers with a fresh new look. This upgrade involved comprehensive optimization of spatial layout, design concepts, and experience content, focusing on creating a “scenario-based experience.” By incorporating rich Disney classic story and character elements, the store further enhances its immersive and interactive qualities, transforming into a “play world transit station” full of imagination and exploration fun.
Centered around classic Disney stories, the LEGO Group has transformed the store into an immersive retail experience space
Inside the store, large wall decorations and 3D LEGO models vividly present classic Disney characters and story scenes to consumers—from iconic scenes like “Snow White” and “Avatar” to exciting images from Marvel superheroes and Star Wars. Consumers can not only admire them up close but also take photos with large 3D models of Mickey Mouse, Woody, Buzz Lightyear, and others, capturing joyful moments through immersive interaction. Additionally, the store features a LEGO Minifigure Factory, where consumers can customize their own unique minifigures based on personal preferences, enjoying the unique fun of personalized creation. Outside the store, a themed relief wall featuring the Shanghai Disney Castle as a backdrop has been created, gathering multiple classic Disney IP characters, becoming a new iconic photo spot in Disney Town.
Classic Disney characters gather on the castle relief wall, attracting tourists to visit and take photos
Kong Chao, Head of LEGO Brand Retail in China, stated: “Over the past decade, this store has witnessed the laughter of countless children and families, as well as the passion of LEGO enthusiasts and Disney fans. It is more than just a retail store; it is a bridge connecting creativity and joy. Through this store upgrade, we aim to create a more immersive and playful space for consumers. In the future, the LEGO Group will continue to deepen its presence in the Chinese market, inspiring every consumer’s creativity and imagination through innovative retail experiences, making play a part of more families’ daily lives.”
Children’s Day Themed Pop-Up Event Lights Up Hearts, Creative Play Leads an Imaginative Journey
From May 28 through Children’s Day, the LEGO Group hosted an outdoor pop-up event at Disney Town, inviting children and adults alike to celebrate this festival of childlike wonder. At the event, a large digital model “10” representing the 10th anniversary, along with classic characters like Mickey Mouse, Donald Duck, and Woody, made appearances to celebrate the 10th anniversary of the LEGO Brand Flagship Store (Disney Town).
Additionally, the LEGO Group created fun themed building activities and exciting prize draws. Consumers could participate in the imaginative “Brick Train” themed building activity on-site, personally building creative little trains. They could also join in co-creating a 10th anniversary themed giant mosaic wall, sharing the joy of a decade of walking together.
Since opening its first store in China in 2016, the LEGO brand retail network has reached over 120 cities nationwide, meeting the diverse needs of Chinese consumers through a variety of multi-dimensional brand retail formats. In the future, the LEGO Group will continue to optimize its retail store layout and enhance brand retail experiences, bringing higher-quality offline play experiences to Chinese consumers.