Lego-themed rooms offer quality time with children

The Crowne Plaza launched "Lego Monkie Kid" family-themed rooms across China on Feb 15, according to the brand owner InterContinental Hotels Group.

The hotel rooms, supplied with Lego toys, decorations and a tent, will be available in 60 Crowne Plaza hotels and resorts across 27 cities, including Beijing, Shanghai and Guangzhou, until June 30.

The themed rooms feature Monkie Kid, Lego's first Chinese-inspired toys based on the classic novel Journey to the West, in which the protagonist Monkey King is a household name in China.

The hotel will provide guests with a Monkie Kid welcome kita bag of Lego bricks, two sets of Monkie Kid headwear, a storybook and a kid coloring-in-book.

The launch is based on guest needs and market trends. In the past two years, the COVID-19 pandemic resulted in the boom of China's short-haul tourism market, said Hu Yingchun, chief marketing officer of IHG China.

"We have noticed that more and more businesspeople like to bring their family to high-end hotels, striking a work-life balance while spending time with their children," she said.

The "double reduction" policy, introduced by the central government to free primary and middle-school students from their excessive academic burden, and off-campus tutoring, has also allowed for more opportunities of family entertainment.

"In the future, Crowne Plaza will continue to launch products that enrich parent-child experiences for family guests," Hu added.

Xu Shuwei contributed to this story.