LEGO Group brings five globally launched new products and comprehensive, high-quality LEGO products ® Creative entertainment experience, showcased at the 8th China International Import Expo.

   Taking inspiration from children's imaginative ideas of transforming cities, LEGO Group created a creative and childlike "City of Play" at the CIIE, reinterpreting Shanghai's iconic buildings and daily street scenes with LEGO bricks, inspiring endless fun, creativity, and imagination. With the theme of "never stop playing", LEGO Group invites all visitors to embark on a unique Shanghai "City Walk" at the booth, discovering the beauty of the city and exploring infinite possibilities while having fun.

   Niels B. Christiansen, CEO of LEGO Group, said, "The China International Import Expo provides an excellent platform for LEGO Group to showcase products that are suitable for different age groups, meet different interests and needs, and bring LEGO play experience to more Chinese children and families. Since our first exhibition in 2018, we have continued to invest in brand building, retail business innovation, business operations, and sustainable development, which has given us strong strength for sustained growth in this important market

   Maciek Selinski, General Manager of LEGO China, also stated, "We have always believed that play is a universal language that transcends age and culture. It contains extraordinary power and can inspire the creativity of every child and adult. At this year's CIIE, we hope everyone can have fun at the LEGO Group's booth, and we sincerely invite everyone to join us and 'play non-stop' together.