LEGO Group brings 'World Play Day' to Shanghai
"With more than 400 retail stores across over 100 Chinese cities, we're committed to expanding our presence with a portfolio of products tailored for Chinese consumers," Goldin said.
She highlighted several locally relevant product lines, including the Shanghai Skyline set, the LEGO Botanical Collection featuring Chinese flora, and the Monkie Kid series, inspired by traditional Chinese mythology.
To engage with evolving fans around the world, the toymaker is also leveraging global partnerships to tap into consumer passions beyond traditional toy play. The group recently teamed up with sportswear brand Nike and Formula 1 race, to integrate play into sports culture.
"We only pursue these collaborations when we can add extra value to the passion point," she said. "With Nike and Formula 1, we can bring play into the sport and give fans the opportunities to delve into their key passion point in a new way."
