The focus on China has led to interesting new creations aimed at the local market. But Lego refuses to make true-to-life models of military equipment. Its Chinese rivals are filling the gap
That brings with it unique challenges. In 2015, for example, Lego refused to sell bricks to Ai Weiwei, a Chinese artist known for criticising Communist Party leaders. Mr Ai planned to use the toys in a piece on dissidents. The company eventually backed down, saying it would no longer query the purpose of large orders. More recently, a rainbow-coloured set that celebrates inclusivity, called “Everyone is Awesome”, stopped being available in China.
Lego’s “Monkie Kid” theme is inspired by “Journey to the West”, a 16th-century Chinese legend. Of course, the original monkey king did not have a “dragon jet” or “galactic explorer”. But these sets seem in line with the party’s push to build “cultural confidence”. So too does “Lego Masters”, the local version of a reality-show in which adult builders compete. Each episode is inspired by “the profound Chinese traditional culture”, says its broadcaster, Shenzhen Media Group.
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