Latest news with #JuliaGoldin
The Star
9 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
The Citizen
09-05-2025
- Automotive
- The Citizen
Lego Formula One cars at Miami Grand Prix ignites F1 fever in SA
Each car, built from nearly 400,000 Lego bricks and weighing 1500kg, is a feat of design, able to reach speeds of up to 20 km/h. Formula One (F1) fans worldwide and in South Africa were surprised to see toys on the starting grid at the F1 Miami Grand Prix in Miami, US, after Lego unveiled ten fully drivable, life-sized F1 cars. In partnership with Formula 1, Lego created ten fully drivable big build cars – one for each team – which were driven by the top drivers in the world during the drivers' parade last week. Engineering Each car, built from nearly 400,000 Lego bricks and weighing 1500kg, is a feat of design, able to reach speeds of up to 20 km/h. Designed by 26 designers, engineers, and Lego builders over 22,000 hours at the Kladno factory in the Czech Republic, these cars mirror the detail of actual F1 vehicles, from authentic Pirelli tyres to sponsor decals, and are inspired by the Lego Speed Champions range. ALSO READ: What to do this weekend? Put your pedal to the metal with Lego at the mall New possibilities Julia Goldin, Chief Product and Marketing Officer at Lego, said they 'aim to explore new possibilities'. 'This latest creative feat is a true testament to that, marking an extraordinary collaboration between Lego, Formula 1 and its ten teams. We hope these creations inspire everyone to see that with imagination and a Lego brick, anything is possible.' Emily Prazer, Chief Commercial Officer at Formula 1, said that as a sport synonymous with innovation and pushing boundaries, it was a day of fun. 'It was amazing to see another first for our sport as the big builds made their way around the track in the hands of the best drivers in the world. Our partnership with Lego enables us to inject a lot of fun into the Grand Prix experience and engage new audiences.' F1 fever in SA The unveiling marked a number of firsts for Lego, including the first time the company produced multiple big drivable builds simultaneously and the first time multiple F1 drivers got behind the wheel of Lego cars simultaneously. As F1 fever hits South Africa and a Grand Prix is expected in 2027, this was a groundbreaking moment worth celebrating for fans, and this visually spectacular activation being more than a global headline. It represents a thrilling intersection of engineering, creativity, and sport, all values that resonate deeply with local families, young builders, and F1 enthusiasts. Following the Miami Grand Prix, all ten Lego big builds will embark on a global tour, bringing families and kids closer together with appearances at future races and F1 calendar moments. ALSO READ: Cape Town F1 Grand Prix proposal aims to build on World Cup legacy
