Latest news with #LegoBotanicalCollection
The Star
8 hours ago
- Business
- The Star
Legoland Shanghai a key brick to building toy brand in China
Lego has continued to be the biggest player in the construction toys market for 'kidults' in the Chinese market. — Xinhua SHANGHAI: The Lego Group is viewing China as a high-potential market, as the toymaker gears up to open its much-anticipated Legoland Shanghai Resort on July 5. Julia Goldin, chief product and marketing officer at Lego, said during her recent trip to Shanghai: 'With more than 400 retail stores across over 100 Chinese cities, we're committed to expanding our presence with a portfolio of products tailored for Chinese consumers.' The senior executive visited the city to activate the World Play Day with key events in Shanghai, Berlin, Boston and London. The initiative aims to inspire children and families to reimagine urban spaces through the lens of play. Launched last Wednesday, World Play Day, which opened at the West Bund Dream Centre, will run through July 27. The campaign comes as new research commissioned by Lego showed a growing disconnect between urban development and child-friendly planning. Nearly a third of the world's children live in urban areas, and this is projected to rise to 70% by 2050. Yet, many of these children feel overlooked in city planning. The study, which surveyed 10,000 parents and 10,000 children aged 6 to 16 across the world, including Britain, the United States, France and Poland, found that urban centres are generally falling short in providing safe and inclusive spaces for play. 'Play should not be limited to homes and schools. It should extend into our streets, parks and public spaces,' said Goldin. The Shanghai event coincides with a broader push by the toymaker to widen its reach in China, particularly in the year when Legoland Shanghai Resort is scheduled to open next month. Covering 318,000 square metres in the city's Jinshan district, the resort, which is the world's largest Legoland, comprises a theme park and a hotel for children aged two to 12 and their families. It features more than 75 interactive rides, shows and attractions, as well as thousands of Lego models made with over 85 million Lego bricks across eight immersive 'lands'. Goldin said that, in addition to the resort, locally relevant products, including the Shanghai Skyline set, the Lego Botanical Collection featuring Chinese flora, and the Monkie Kid series inspired by traditional Chinese mythology, are key to better resonating with local consumers. Niels B. Christiansen, chief executive officer of the group, said earlier this year that 2025 is a big year for the Lego brand in China, pointing to a series of brand activities designed to engage a wide spectrum of consumers, from children to adult fans. Clifton Chiu, senior analyst at Euromonitor International, said Lego has continued to be the biggest player in the construction toys market for 'kidults' in the Chinese market, with its roster of 18-plus sets. To engage with evolving fans worldwide, the toymaker is also leveraging global partnerships to tap into consumer passions beyond traditional toy play. The group recently teamed up with sportswear brand Nike and Formula 1 racing to integrate play into sports culture. Chiu said the number of brands Lego has collaborated with recently, such as Formula 1, has further increased its popularity by introducing racing fans to the Lego space. Goldin said of the team-ups: 'We only pursue these collaborations when we can add extra value to the passion point. — China Daily/ANN
Business Insider
05-06-2025
- Entertainment
- Business Insider
I was tired of my houseplants dying, so I switched to Lego plants instead. They're fun to build and add greenery to my home
If you're a serial plant killer like I am, you're probably familiar with the struggle. My most recent plant victim was a Venus Flytrap, lovingly named Frederick, which I somehow killed despite my promises that this time I'd keep it alive. I gave it distilled water, repotted it in specialty soil, and placed it near my sunny-but-not-too-sunny window. Despite my best efforts, Frederick tragically died. So, I've now shifted the strategy entirely from live plants and added greenery to my home using something untraditional: Lego flowers and plants. The Lego Botanical Collection has a variety of flora, from orchids to succulents, all made from Lego bricks and studs. After building eight sets and counting from the Botanical Collection since its launch four years ago, Lego plants and flowers are my favorite home decor hack. They make great gifts, too. Plus, even after all this time, they're still looking as green as ever, which I can't say about my other plants. A few of our favorites Our review of the Lego Botanicals Collection Step-by-step instructions make assembly easy Whether you're a Lego veteran or newcomer, building Lego plants and flowers is fun and easy. I think the process is simple and easy to follow. Each set comes with a full-color, illustrated booklet with step-by-step instructions on how to build your plants or flowers. The set is divided into bags, so it's easy to find the pieces you need. If you prefer a high-tech option, there's also a Lego app with instructions. Sets take anywhere between 30 minutes to two hours to build, depending on the set and your building efficiency. I love putting on some music, setting out the instructions, and building to my heart's content. It's a great way to get away from screens for a bit, and it's so satisfying to see your set come together. The sets are customizable, and mixing and matching is encouraged One of my favorite parts of the Botanicals Collection is its customization. The flower sets all come with adjustable stems, so you can change the height of your flowers for your ideal look or vase height. Other sets have different customization options, like the Bonsai Tree where you can choose between green foliage or pink cherry blossoms. I chose the pink cherry blossoms. Similarly, the Succulents set is modular, so you can make it fit your space by arranging it however you please. The flowers, in particular, are great for mixing and matching. My first Lego Botanicals set was the original Flower Bouquet, but my collection quickly expanded to tulips, roses, sunflowers, and cherry blossom branches. I'm able to mix and match my flower collection to make a colorful bouquet that's truly my own. I love switching up the flowers for a new look. They make great gifts Ranging from $15 to $110, Lego plants and flowers make for excellent gifts, too. Many of my flowers have been gifts from my partner for our anniversary or during the holidays. I'm always so excited to unwrap a new Botanicals set, since I get the fun of building it and the joy of using the set to decorate my space. It's a great alternative to traditional plants or flowers, since they'll last for years and don't require watering. Plus, you can build the set together for a fun experience. I think all ages, whether a child or an adult, could enjoy putting a set together. Lego flowers require no water and will never wilt I've had pieces from the Lego Botanical collection in my home for years, and they still look good as new. Like all Lego sets, the plants and flowers are made from extra-strong plastic that stands up to wear and tear and clicks together and apart with ease. Another cool part of the Botanical collection is how the designers use existing Lego pieces in new and unique ways. The Bonsai Tree uses frog pieces for the leaves, while the Succulents set uses gun pieces to connect leaves. Most of the Lego plants are very sturdy, but the sets that connect using clips and claws (like the sunflowers and roses) can be more delicate. This makes them a little tricky to clean and move since a slight movement can cause the petals to fall off. It's easy to keep Lego plants and flowers clean by integrating them into your dusting routine, but you'll want to be careful with the sensitive sets. Cons to consider Truthfully, it's difficult for me to find cons with the Lego Botanicals Collection. That said, some of the flower sets are delicate, so you'll have to take extra care when moving them or cleaning them. When I moved with my Lego sets, I wrapped them tightly during the packing process. The bottom line As an avid Lego lover with absolutely no green thumb, I wholeheartedly recommend Lego plants and flowers both as an activity and as home decor. Not only does each piece brighten up my home, but they also come with the memories of opening the present from my family or building the set with my partner. They're customizable, unique pieces that add a little extra dopamine into each room.
