LEGO expands China-centric toys for deeper connection

As Spring Festival approaches, LEGO Group, the Danish toymaker, is embarking on a cultural journey to deepen its roots in China by introducing products that celebrate the country's vibrant traditions.

These new sets — the LEGO Galloping Horse Canvas and LEGO Fortune Firecrackers — are joining the bustling gifting season. They are more than just toys; they serve as a bridge between the LEGO Group and China's rich heritage.

The LEGO Galloping Horse Canvas set, for example, reflects a belief in good fortune and success. Featuring a graceful galloping horse and a canvas painted in the delicate ink-wash style, the set captures the essence of "immediate success and great fortune" — a sentiment that resonates deeply in Chinese culture.

Alongside it, the LEGO Prosperity Firecrackers set reimagines the classic firecracker, a symbol of Spring Festival and a joyful part of the annual ritual to welcome the God of Wealth.

At the core of these releases lies a strategic ambition: to cater to local tastes and strengthen LEGO Group's foothold in one of the world's most dynamic markets.

Maciek Selinski, head of LEGO China, shares the company's vision behind this cultural strategy. "For years, we've explored Chinese culture, aiming to create products that emotionally connect with local consumers."

Since introducing its first China-inspired sets in 2019, LEGO Group has continued to expand its collection, thoughtfully incorporating symbols like plum blossoms, orchids, and chrysanthemums — each rich in meaning within Chinese culture. Its Denmark-based design team has created products that strike a balance between local appeal and global tastes.

"China is the only market where we specifically design products for local holidays, such as Chinese New Year," Selinski said. To date, the LEGO Group has released 16 different Spring Festival-themed sets, all of which have resonated not only with Chinese consumers, but also with fans around the world.

The company has also invested heavily in a long-term growth strategy, reflected in its expanding retail presence with over 400 stores in more than 120 cities. Its manufacturing facility in Jiaxing, Zhejiang province, produces nearly all its building products sold in China.

Last year, Shanghai Legoland opened in July, a project hailed as "the last piece of the LEGO ecosystem puzzle in the country". Since its debut, the park has attracted over a million visitors.

Though the LEGO brand has been operating in China for a decade, Selinski, who took on the role of leading LEGO China in September, sees the market as still in its early stages.

"We're still in the early stages in China, but we see immense potential here," said Selinski, who previously led the company's operations in Poland, Ukraine and the Baltics.

A particularly exciting shift in China's consumer landscape is the rise of adult fans, especially among younger consumers who crave creativity and self-expression. This trend has fueled the rapid growth of collectible trend toymakers like Pop Mart.

According to iiMedia Research, the emotional economy market in China is on a steep upward trajectory, expected to exceed 4.5 trillion yuan ($648 billion) by 2029.

LEGO Group has embraced this trend by expanding its product range to include more emotionally engaging, vibe-driven offerings that resonate with this growing demographic.

"In China, there's a growing focus on creativity and self-expression, especially among adults," Selinski said. "LEGO Group offers a creative outlet that appeals to both children and parents, with products ranging from detailed architectural models to nature-themed sets."

The company's adaptability goes beyond cultural relevance and consumer trends. The company has strategically strengthened its collaborations with major intellectual properties like F1, Minecraft and Disney — partnerships that have been successful globally and are poised to grow even further in Asia, especially in China.

"IP collaborations are an essential part of our strategy," Selinski added, noting that LEGO is exploring more localized partnerships to better align with regional tastes.

LEGO Group's global performance has also been solid. In the first half of 2025, the company reported a 12 percent increase in revenue, reaching a record 34.6 billion Danish krone ($5.5 billion). Consumer sales grew by 13 percent, and net profit rose by 10 percent, totaling 6.5 billion Danish krone. The company's retail expansion continued with 24 new stores, bringing the global total to 1,079.

The global construction toy segment was expected to grow from $14.97 billion in 2023 to $16.79 billion in 2025, with forecasts projecting further growth to $17.64 billion in 2027. In China, the segment is also on the rise, from 15.72 billion yuan in 2023 to 17.86 billion yuan in 2025, and an expected 19.43 billion yuan in 2027, according to consultancy Euromonitor International.

In China, where its business has faced challenges in recent years, its recent recovery has been a bright spot. Last year, LEGO CEO Niels B. Christiansen expressed the company's satisfaction with the market's return to growth.

Selinski is focused on building on this momentum with a patient, close observation of the local market. "We're enhancing our retail presence and product offerings in China, creating seamless omnichannel shopping experiences to meet the evolving demands of Chinese consumers," he said.

"We're building a cohesive brand experience that reflects the dynamic nature of the Chinese market," he added. "Our goal is to reach more families and children across China while continuing to innovate and adapt our offerings to suit local tastes."