Lego has now launched Lego Monkie Kid, its first Chinese-inspired theme to boost its engagement with Asian customers. Inspired by the famous Monkey King from the 500-year-old Chinese novel ‘Journey to the West’, Lego’s Monkie Kid is the brand’s first theme to embrace Chinese stories known by many families across Asia.
“I have been touched and inspired by China’s rich history and culture, the passion and pride of the people and the incredible creativity of China, It has been an honour and privilege to be able to immerse myself in China’s culture of storytelling, in particular – Journey to the West and the Monkey King. The epic stories and incredible characters have been a huge inspiration to the Lego design team and me.” – Simon Lucas, Senior Design Director – Lego
