The LEGO Group is stepping up efforts to attract adult consumers in China, unveiling six new building sets at the 9th China International Import Expo in Shanghai as the Danish toymaker seeks to broaden its appeal beyond children through culturally inspired products and lifestyle collections.
For the first time, the company has designed its CIIE booth with adult consumers in mind, highlighting opportunities in home decoration, collectibles and interest-driven building experiences.
Niels B. Christiansen, CEO of the LEGO Group, said the company would continue to invest in brand building, retail expansion, operations and sustainability in China to reach consumers across different age groups.
"Over the past nine years, the China International Import Expo has given us a unique opportunity to connect deeply with consumers and share how we inspire builders of all ages," Christiansen said.
He said this year the company has, for the first time, created a space for adult fans at the CIIE, showing the many passions that LEGO play can bring together.
The six new products unveiled on Nov 6 span traditional Chinese cultural themes, botanical designs and the company's Ninjago franchise.
