On November 5, 2022, the LEGO Group released five new LEGO? toy sets inspired by Chinese culture and traditions at the 5th China International Import Expo. This is the fifth consecutive year that the LEGO Group has launched new products with Chinese cultural elements at the CIIE.

For the fifth consecutive year, the LEGO Group has launched new toys with Chinese cultural elements at the CIIE

The new products released this time include: LEGO? Lucky Pair, LEGO? New Year Float, LEGO? Monkey King Ultimate Transformer Mech, LEGO? Duplo? Series Learning Chinese Culture, and LEGO? Money Tree. These five new products will be available in China and other markets around the world from December 25, 2022. Visitors to the CIIE can go to the "LEGO? Playground", which is the booth specially built by the LEGO Group for this CIIE, to get a sneak peek. In addition, the 396-square-meter booth also showcased the latest LEGO toys and educational products, as well as themed models and building activities related to the 90th anniversary of the LEGO Group, celebrating the power of play.

The LEGO Group creates a "LEGO? Playground" for the fifth CIIE

"As a company that has participated in the CIIE for five consecutive years, we are honored to be able to bring new products that are based on local culture and traditions, as well as creative and fun, to Chinese consumers every year through the CIIE platform. We also welcome visitors of all ages to come to our booth to experience the charm of play and learn more about how the LEGO Group "inspires and cultivates future builders" - that is, today's children - through play. We believe that in today's ever-changing world, play plays a vital role in the harmony and happiness of families."

The 2022 LEGO Play Report found that "learning and development through play" plays an increasingly strong role in helping Chinese parents and children build close relationships. 93% of parents in mainland China believe that play plays a key role in helping their children learn new things, and 96% of children say that play helps them try new ideas and learn new things.

The report also shows that the benefits of play are not only reflected in children, but also for the whole family. 95% of Chinese parents believe that play can build strong family bonds. 96% of people say that play can improve family happiness, and 95% of people think that play can help them relax in a family atmosphere.

Continue to deepen the Chinese market and increase strategic investment

Over the past decade, the LEGO Group has continuously increased its investment in the Chinese market and achieved fruitful results, maintaining strong double-digit growth in recent years. At present, the total number of LEGO brand retail stores opened by the group in China has increased from 60 in 2018 to more than 380, and the number of cities covered has also expanded from 18 to more than 100. In January 2022, the LEGO Group announced the expansion of its factory business in Jiaxing, Zhejiang Province to support long-term development in the regional market.

LEGO brand retail stores enter more Chinese cities

"Despite the challenges of the epidemic, the resilience and vitality shown by the Chinese market make us confident in the market's prospects. Therefore, we will continue to make strategic investments to bring creative LEGO play experiences to more Chinese consumers." Huang Guoqiang said.

With the booming development of China's e-commerce industry, the LEGO Group will officially open an official store on the Douyin platform at the end of this year to further strengthen its business layout on mainstream e-commerce platforms. In addition, in order to meet the growing needs of Chinese consumers, the LEGO Group recently opened China's first customer service center in Shanghai to provide local consumers with more convenient support services.

Creating a better future for children

The LEGO Group firmly believes that every child should have the opportunity to fully realize their potential. "Learning and developing through play" is an effective way for children to develop skills and help them cope with future challenges.

The LEGO Group announced today at the CIIE that it has supported approximately 1.78 million Chinese children to participate in the "Learning and Development through Play" activities, most of whom are disadvantaged children who need high-quality play opportunities, such as left-behind children in rural areas, migrant children in cities, and children with disabilities and diseases.

The LEGO Group announced the launch of the "Play Recipe" project in China

At the same time, the LEGO Group also announced a new strategic cooperation with the China Development Research Foundation to launch the "Play Recipe" project in China, aiming to advocate the importance of family play to parents and caregivers. The project is currently being carried out in Bijie City, Guizhou Province. Through the local maternal and child health care hospitals and township health centers, infant and child medical staff will distribute play materials to caregivers and provide one-on-one parent-child play guidance. It is expected that in 2023, approximately 250,000 parents and caregivers of infants aged 18-48 months will benefit from it.

The LEGO Group brought LEGO? prototype bricks made from recycled PET plastic bottles to the 5th CIIE

In June 2021, the Group released the first LEGO? prototype brick made from recycled PET plastic bottles, marking an important step in its journey to explore sustainable materials. The LEGO prototype brick will also be unveiled at the booth, confirming the LEGO Group's commitment to using more sustainable materials to manufacture LEGO brick particles by 2030.

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