On Beijing's typically bustling Wangfujing street, the luxury boutiques selling handbags, shoes, and clothing are mostly deserted on a Saturday afternoon. But wedged between Prada and Tiffany, one shop is packed: Lego. The 6,700-square-foot outlet of the Danish toymaker is crowded with parents watching their children snap together plastic bricks to a soundtrack of Christmas songs, while store employees explain the basics of Lego construction to shoppers unfamiliar with the toys. "Legos can keep him away from the TV and the iPad," Emily Fang says as her 5-year-old marvels at Chinese-themed plastic-brick models of dragons and pandas. "It undoubtedly has enhanced his patience and creativity and makes him feel more confident."
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