The LEGO Group unveils new play experiences and partnerships at China International Import Expo
New products inspired by Chinese cultures and traditions.
The LEGO Group has revealed seven new LEGO® sets at the 4th China International Import Expo (CIIE). The new sets include three products inspired by Chinese culture and traditions and four new sets from the popular LEGO® Super Mario™ theme.
Paul Huang, Senior Vice President of the LEGO Group and General Manager of LEGO China, said “We are thrilled to unveil a record number of new products at the CIIE as we celebrate the power of play and children’s creative resilience at the important expo. We bring sets inspired by Chinese cultures and traditions, and also products that enable people to reimagine the LEGO building experience. We will also leverage the CIIE to showcase the creative potential of children, who are the masters of creative problem solving, showing how they can develop essential life skills through play.”
The new sets include:
LEGO® Monkie Kid™ Galactic Explorer – presents a space journey by the Monkie Kid’s team of heroes, fighting two Shadow Monkeys to protect the green ring of fire stored in their iconic spaceship. The set also features a launch pad in the spaceship and a detachable lunar rover. Launched in May 2020, LEGO Monkie Kid is the LEGO Group’s first theme inspired by a Chinese legend - Journey to the West.
LEGO® Lunar New Year Traditions - celebrates six different customs of the Spring Festival via six different modules. These include Spring Festival Shopping, making Good Luck decorations, watching the New Year countdown, exchanging ‘Hongbao’ red envelopes, the God of Wealth. Each module corresponds to a set of Chinese New Year pictures to help children learn Chinese customs through play.
LEGO® Lunar New Year Ice Festival - shows the joyful scene of a Spring Festival Ice Skating Park where children celebrate the Chinese New Year with various winter activities in a beautiful ice and snow scene, like skating on the lake, playing hockey, sledding with penguins and taking photos in a pavilion. As an added surprise, a tiger minifigure is included in the set to mark the coming Year of the Tiger in 2022.
Four new LEGO® Super Mario™ sets include LEGO® Super Mario™ Bowser Jr.’s Clown Car Expansion Set, LEGO® Super Mario™ Dorrie’s Beachfront Expansion Set, LEGO® Super Mario™ Big Urchin Beach Ride Expansion Set and LEGO® Super Mario™ Character Packs – Series 4. Launched in 2020, LEGO® Super Mario™ is a product line that lets kids experience the playful world of Super Mario in an entirely new way in the physical world.
LEGO® Monkie Kid Galactic Explorer will be available in China and Asia Pacific markets from December 256, 2021. LEGO® Lunar New Year Traditions and LEGO® Lunar New Year Ice Festival will be available for China and Asia Pacific markets from December 25, 2021. The four LEGO® Super Mario™ sets will be launched in China on January 18, 2022.
Inspire and engage more Chinese children to learn through play
The LEGO Group also announced a new partnership with Shanghai Chenshan Botanical Garden designed to inspire and engage children in sustainability. The gardens will host LEGO Build the Change activities for more than 10,000 children over the next three years. The two parties will join forces to provide children with opportunities to build their ideas for a sustainable future.
The company also recently signed an agreement with the China Association of the Blind and China Braille Press to launch the LEGO Braille Bricks program in China. The program supports visually impaired children to learn the braille system through fun, inclusive and hands-on play. The national scaling of the program is built on the success of a trial program and covers four schools for visually impaired children in Beijing, Shanghai, Guangzhou and Taian.
Notes to Editors
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About the LEGO Group
The LEGO Group’s mission is to inspire and develop the builders of tomorrow through the power of play. The LEGO System in Play, with its foundation in LEGO bricks, allows children and fans to build and rebuild anything they can imagine.
The LEGO Group was founded in Billund, Denmark in 1932 by Ole Kirk Kristiansen, its name derived from the two Danish words LEg GOdt, which mean “Play Well”. Today, the LEGO Group remains a family-owned company headquartered in Billund. However, its products are now sold in more than 130 countries worldwide.