BEIJING, Dec. 14 /Xinhua-PRNewswire/ -- Learn 'n Play, the first foreign-owned toy chain to open in Beijing, will open their 2nd store before Christmas. The store, located at Maples International Shopping Center, just north of Xizhimen, represents the company's confidence in the Beijing market. According to Commercial Director Johnson Zhang, "In 2008, Learn'n Play plans to open a further 5 stores in the Beijing market."
The opening ceremony, on the 23rd of December, will include a free Christmas violin concert by disabled and orphaned children. There will also be free violin classes, free toy gifts, and massive store opening price discounts.
Learn 'n Play focuses on educational as well as mainstream toys, emphasizing the educational value of toys and play in general. As China General Manager, Andy Clayton remarked, "Toys are important for children in learning life skills. Our aim is to bring toys to the children of Beijing that can help them grow into happy, confident and capable people."
Traditionally, Chinese families have viewed toys principally as a form of entertainment, and thereby less important than education and other more 'serious' uses of time and resources. However, with the introduction of international research on child development, such as that of Montessori and Piaget, the importance of play and toys on the mental and physical development of children is starting to be appreciated.
"Becoming a well-balanced, confident and happy adult depends greatly on influences absorbed in childhood. Skills such as confidence, social skills and creativity developed in childhood are the ones that often make for the real advantages in adult life," adds Clayton.
"Families in Beijing currently lack choice and options in buying toys," continued Clayton. "Most quality toys are limited to the top floors of expensive department stores, out of the eye and budget of must consumers." Learn 'n Play, who dedicate over 30% of the space of their store space to free play areas, are confident that they will be able to offer the most complete range of toys of any store in the city.
