Lego unveils new toy series based on Chinese legend

World-leading toy maker Lego Group debuted on Friday the LEGO Monkie Kid in Shanghai, marking the first-ever series featuring a Chinese legend.

Inspired by the 500-year-old story of the Monkey King, the latest series pays tribute to stories known and admired across Chinese communities worldwide, and aims to provide a common ground for multigenerational families to build and play together.

The new lineup includes eight sets, an animated mini movie and TV series. Targeting the Chinese market, the offerings also anticipate an avid response from the Chinese diaspora overseas and even consumers in the West, said Paul Huang, senior vice-president of Lego Group and general manager of Lego in China.

"The launch of Monkie Kid is another important milestone in our journey to provide the creative LEGO play experience to more Chinese children," Huang told China Daily in an interview prior to the launch.

"Step by step, our products bring in experiences and elements to…serve as a bridge connecting Chinese culture with the rest of the world."

The rollout rides the Guochao boom, or the current fashion in products for Chinese culture, and is increasingly embraced by a more confident Generation Z, who appreciate the vitality of traditional culture.

Huang said the choice of Shanghai as the venue for the global debut is due to the city's well-blended persona of both oriental and Western cultures, as well as a string of government policies to improve the business environment and spur consumption.

Shanghai's vice-mayor Xu Kunlin, among other government representatives, made the half-hour launch event that was broadcast via social media platforms.

Chinese mainland shoppers can purchase the toys starting at 8 pm Friday in retail stores and the brand's Tmall flagship store.

The company plans to open 80 stores in China this year.