The LEGO Group has leveraged the China International Import Expo (CIIE) to strengthen its presence in China, launching over 20 globally debuted products during its seven consecutive participation in the event.

Niels B. Christiansen, CEO of the LEGO Group, said China is an important market for the LEGO Group, and they are proud of the strong foundations they have built over the years.

"We hope to capture more opportunities in China, and we are committed to further expanding our presence to delight even more children with the power of LEGO play," said the CEO.

This year, LEGO will showcase five new products at CIIE, four of which highlight Chinese cultural elements. The new launch includes those inspired by the Chinese classic novel Journey to the West, with two sets being made for this Chinese New Year.