China-based ★ Lawson Collaborates with "Barbie" in Shanghai

Lawson has partnered with the globally beloved dress-up doll "Barbie," generating significant buzz. According to NNA, which reports on Asian economic news, Lawson recently collaborated with U.S. toy manufacturer Mattel to open a limited-time Barbie-themed store in Shanghai's Xuhui District, China, running until July 31.

The store interior is unified in Barbie's signature pink, featuring colorful and pop-style decor. The flagship product is a mini-sized Barbie doll, which has been test-marketed in Chinese Lawson stores since February. Full-scale sales began exclusively in China with the opening of the collaboration store. Starting June 1st, Children's Day, it will be available at all Lawson stores in Shanghai. Zhang Sheng, General Manager of Lawson's Shanghai subsidiary, Shanghai Hualian Lawson, expressed optimism: "As we focus on opening stores in residential areas going forward, Barbie dolls, familiar to younger demographics, should be an attractive product."

As of the end of April, Lawson operates a total of 515 stores in Chinese cities including Beijing, Shanghai, and Chongqing. The company has set a future goal of reaching 10,000 stores in China alone.