History

History of Kids Land Company (China) Ltd
Founded in Guangzhou in July 2001 as the sole agent for world name brands of children’s products Danish LEGO and Italian CHICCO in Mainland China.
Set up subsidiary company in Beijing in August 2001 and began developing markets in North China and Northeast China.
Set up subsidiary company in Shanghai in October 2001, which is responsible for distribution activities in Central China.
A franchised store for LEGO and CHICCO products was opened at World Trade Tower shopping mall of Beijing in June 2002, which introduced a whole new retail concept in addition to the conventional retail outlets in department stores and wholesales.
Became the sole agent for German SCHLEICH models in Mainland China in July 2002.
As of December 2002, Kids Land’s sales network covered 20-odd large and medium-sized cities nationwide, consisting of over 100 points of sales.
Shanghai Xian Le Si Franchised Store for LEGO and CHICCO was opened in June 2003, which represented the birth of the first flagship store of Kids Land in Shanghai.
September 2003	the company’s website http://www.kidslandchina.com was opened to the public, providing a wider range of information services to customers and consumers.
June 2003	Kids Land began employing new sales methods as telephone calls and direct mails to maintain a stable sales performance and seek new business opportunities. .
June 2004	LEGO launched new products of bio-chemical fighter toy series, which became the best seller nationwide and was recognized by China Toys Association as the most popular toy of 2004.
July 2004	Kids Land was recognized by a large number of retailers as the best supplier, including Parkson and SCITECH shopping malls in Beijing.
As of December 2004	Kids Land’s sales network covered 30-odd large and medium-sized cities in the country, consisting of over 200 points of sales.
January 2005	became the sole agent for American toy maker HASBRO, the world’s second largest children’s toy maker.
June 2005	Grandview Mall, Kids Land’s first franchised store in Guangzhou, was opened.
October 2005	several models of LEGO and HASBRO were recognized by China Toys Association as the best toys of the year.
August 2006	Beijing Hai Si Le Trading Co., Ltd, a wholly-owned subsidiary company of Kids Land, was founded, with its franchised store opened at the same time at Wangjing Area of Beijing.
October 2006	several models of LEGO and HASBRO were recognized by China Toys Association as the best toys of the year.
November 2006	LEGO, CHICCO and HASBRO established their presence at the well-known Toys R Us (TRU) in Shanghai, followed by considerable sales volume.
May 2007	Wan Xiang Cheng, Zhile’s first franchised store in Shenzhen, was opened.
August 2007	in the wake of release of the Hollywood blockbuster Transformers, HASBRO toy version of transformers swept the market.
September2007	Kidsland cooperate with LEGO, and opening first LEGO brand store in Guo Mao Plaza