LEGO expands presence with Chinese cultural elements debuts at CIIE

On store up-scaling, Paul Huang, general manager of LEGO China, said the company's retail footprint here has continued to expand, from just a few dozen stores to hundreds across more than 120 cities.

Last year, the LEGO Group launched beacon stores to offer immersive, scenario-based play experiences, opening locations in four cities and planning to debut a new beacon store in Kunming, Yunnan province in Southwest China, next month.

To widen its consumer base, while children remain the LEGO Group's core audience, the company is increasingly engaging adult consumers, according to Stella Shen, marketing vice-president of LEGO China.

The toy maker has seen a strong response to its adult-targeted offerings, including home deco-inspired products, and is planning further investment in the adult market next year.

Digitally, the LEGO Group has established a China-based digital team, one of the brand's four global digital talent centers, tasked with understanding local consumer behavior and developing tailored digital solutions, Huang said.

"Our membership in China has grown to more than 15 million, providing a robust channel for product and campaign engagement," he added.

Its momentum will be further propelled as Shanghai LEGOLAND set to open next year, said Huang.

The LEGO Group also aims to enhance its cross-brand collaborations, with past partnerships including Formula 1 and Nike.

In June, the LEGO Group will host celebrations in Shanghai for International Day of Play to access wider consumer groups.