Lego CEO and president, Jorgen Vig Knudstorp attended the opening ceremony at the store in China World Shopping Mall in Beijing.
He commented: "We've been in China for a long time, but now we are finding a way to really crack the code and grow the market. The brand toy market in China is still in its infancy. I think we've seen other markets grow faster, like cars, mobile phones. But I think now is the time for brand toys to really grow."
Knudstorp says the firm’s China sales account for less than one per cent of its total sales around the world and he believes there is much potential for growth. He expects Lego to become the market leader in China by 2020.