World premiere on May 15th-Lego launches a series of Chinese classics

The Chinese classic 'Journey to the West' has always been loved by children. On May 15th, the Lego Group made its world premiere of its first new series of toys inspired by the classic Chinese classic 'Journey to the West'-Lego Wukong Xiaoxia series, which contains 8 toy sets and cartoons. Based on the original work, the Lego Group has injected new vitality into the traditional IP of 'Journey to the West' with a new story line. This is also the first time that Lego has created a superhero-themed suit with a Chinese background. Huang Guoqiang, senior vice president and general manager of the Lego Group in China, said: The launch of the Lego Wukong Xiaoxia series is another important milestone in our business expansion in China. This new product series draws inspiration from Chinese culture and is launched for the Chinese market. China is one of the important strategic markets of the Lego Group. The 2019 financial report shows that the Chinese market has achieved strong double-digit growth. As of the end of 2019, the LEGO Group has 570 brand retail stores around the world, including 140 brand retail stores in 35 cities in China, including brand flagship stores in Beijing and Shanghai. In the past two years, in order to better integrate into the Chinese market and accelerate business development, the Lego Group has achieved good results by introducing new products and expanding stores. Incorporating traditional Chinese culture and launching new products. In order to show the importance of the Chinese market, the Lego Group has launched new toys with traditional Chinese festival colors around the Spring Festival for two consecutive years. In 2019, it launched Lego Dragon Dance and New Year's Eve products, and the Dragon Boat Festival Lego Dragon Boat Race. In 2020, the Lego Group will once again take the Lunar New Year as the theme and launch two new traditional Chinese holiday sets: lion dance and Chinese New Year Temple Fair. These five new products show the charm of traditional Chinese festivals and are generally praised and loved by Chinese consumers. This time, the LEGO Group chose to deeply integrate its products with Chinese culture on the eve of Children’s Day, launching a new series of products designed with traditional IP, which is popular among Chinese consumers, the Wukong Xiaoxia series, which further demonstrates the LEGO Group. The determination to deepen the Chinese market. Accelerate the pace of store openings and extend to third- and fourth-tier cities. On April 7, Lego announced that the first Lego brand flagship store in South China will be located in Shenzhen. The Shenzhen store of the Lego brand flagship store will have Shenzhen characteristic labels such as financial center, technology capital, mountain and sea style, flower town, etc., and will also develop strategic cooperation with Tencent. In 2020, Lego plans to open about 150 branded retail stores around the world, of which 80 will be opened in the Chinese market, entering about 20 new cities, accounting for more than half of the annual plan, making the proportion of Chinese stores accounted for more than 30% of the world. Although the sudden epidemic disrupted the Lego Group's short-term operations, Lego still has full confidence in the Chinese market. Huang Guoqiang said frankly that 80 brand retail stores will be opened this year, and this plan has not changed. Under the epidemic, people's travel frequency has been greatly reduced. Although the passenger flow of Lego stores will not be able to return to the level before the epidemic in the short term, Huang Guoqiang pointed out that consumers are more purposeful in traveling, which has driven the increase in Lego toy trading volume. The launch of the new Wukong Xiaoxia series, on the one hand, will enable the Lego Group to follow the prevailing trend of the country in recent years and attract more Chinese consumers’ attention. On the other hand, it will also help the Chinese style go global and make more overseas. Consumers recognize Chinese culture and promote product promotion and sales.