Danish toy brand Lego has launched Lego Monkie Kid, its first Chinese-inspired theme to boost its engagement with Asian customers.

Inspired by the famous Monkey King from the 500-year-old Chinese novel ‘Journey to the West’, Lego’s Monkie Kid is the brand’s first theme to embrace Chinese stories known by many families across Asia.

Lego Monkie Kid, the untold chapter of the Monkey King, includes eight sets with multiple characters, vehicles and hidden features.

“I have been touched and inspired by China’s rich history and culture, the passion and pride of the people and the incredible creativity of China,” said Simon Lucas, senior design director at Lego.

“It has been an honour and privilege to be able to immerse myself in China’s culture of storytelling, in particular – Journey to the West and the Monkey King. The epic stories and incredible characters have been a huge inspiration to the Lego design team and me.”

The Lego Monkie Kid launch is a part of the company’s plan to boost its China presence as the company has seen the potential of this market. In the last three months, Lego has opened stores in Mainland China and Hong Kong despite the unstable situation of Covid-19 pandemic.