At the 5th China International Import Expo (CIIE) the LEGO Group unveiled five new sets influenced by Chinese culture and traditions.
Paul Huang, senior vice president of the LEGO Group and general manager of LEGO China, says “As a five-year exhibitor, we are excited to continue bringing the creative and playful new LEGO sets inspired by local culture and traditions to Chinese consumers at the CIIE. We also want to invite people of all ages to play at our booth, because we believe in one simple mission; inspiring and developing the builders of tomorrow. We believe that play is crucial to the well-being and happiness of the whole family in the rapidly changing world.”
The LEGO Lunar New Year Display features two models. One has Yuan Bao golden ingots, koi fish, and red pockets, as well as the “Zhao Cai Jin Bao” greeting, which brings wealth and good fortune. The other model features peony flowers with the “Hua Kai Fu Gui” greeting, which means blooming prosperity and happiness.
The LEGO Lunar New Year Parade brings a colorful parade scene to LEGOs. Three floats are able to be connected — one for the year of the rabbit, one for musicians that features a drummer, and one with a moving dragon and people dressed as LEGO characters.
Targeting fans of the character from the traditional novel Journey to the West, LEGO is giving the Monkey King a modern update with the LEGO Monkey King Ultra Mech. This figure is a successor to the LEGO Monkey King Warrior Mech that features added accessories.
For younger LEGO fans, the LEGO DUPLO Town Learn About Chinese Culture set is designed to teach kids about traditional Chinese culture. It features food, music, games, and traditional clothing.
The LEGO Money Tree is the final new set announced and features a tangerine tree with red envelopes and coins. This set is good for decorative display, rounding out the sets as targeting everything from the youngest LEGO fans to adults.\
The sets will be available in China and international markets beginning on Dec. 25.
LEGO has continued ramping up investment in China and has recently seen double-digit growth in the region. The company plans to open 80 more retail stores in China in the coming year.
