Lego launches Monkie Kid series in Shanghai

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Lego Group made a global debut of its products featuring a Chinese character in Shanghai on Friday night. 

Monkie Kid was developed from the iconic Monkey King and is designed in typical traditional Chinese style.

“We spent three years in developing this series,” said Huang Ying, marketing director of Lego China.

Huang Guoqiang, general manager of Lego China, said: “We have long-term confidence in the Chinese market, and this series is just the start of our development of products featuring Chinese culture.”

The launch was part of Shanghai’s ongoing Double Five Shopping Festival, with Lego offering special trophies for buyers.