Lego extends Hainan footprint with Wangfujing International Duty-Free Harbour City store opening

CHINA. The Lego Group has partnered with Wangfujing International Duty-Free Harbour City to open its first store in Wanning, Hainan.

The collaboration has expanded the retailer’s toy category with a broad range of Lego products, reinforcing its operational capabilities and driving sustainable growth in Hainan’s offshore duty-free sector.

The partnership, established directly between Wangfujing Duty Free and Lego, eliminates intermediaries, ensuring competitive pricing and market advantages while addressing previous challenges such as limited product availability and shortages of popular items, the retailer said.

The addition of Lego’s full product line expands SKU numbers, addressing the growing demand for trendy toy items among Hainan consumers.

Looking ahead, Wangfujing Duty Free highlighted its plans to further expand its trendy toy category by introducing more brands that resonate with younger consumers, aligning with market trends and consumer preferences.

To remain competitive, the company outlined its commitment to original IP creation, leveraging technology for innovation, enhancing cross-border collaborations and a sustainable business. Read More