Inspired by the story of the Monkey King, from the 16th century novel Journey to the West, LEGO Monkie Kid is the new theme launching this year that demonstrates the company’s commitment to growing its Chinese audience. This new theme will initially feature eight sets alongside an animated movie and television series.
According to the press release, the theme is “rooted firmly in the country’s culture and values,” with more attention paid than ever before to “local details, values and traits”.
Monkie Kid is an ordinary boy who discovers Monkey King’s legendary staff, becoming the chosen one. With help from his friends, Monkie must prevent the Demon Bull King and the Bull Clones from taking over the city.
“I am super excited about the launch of LEGO Monkie Kid,” says Julia Goldin, Chief Marketing Officer at the LEGO Group. “This fantastic new play theme is deeply inspired by Chinese culture and built on an esteemed story that is treasured by all generations. We know kids will be delighted by the world of LEGO Monkie Kid, and I can’t wait to see how they immerse themselves in building, role playing and creating new stories through this theme. This is a very exciting innovation for the LEGO brand and one that demonstrates our commitment to building a strong future in China.”
“The launch of Monkie Kid is another important milestone in our journey to provide the creative LEGO play experience to many more Chinese children,” says Paul Huang, General Manager of LEGO China. “Deeply rooted in Chinese culture, the new theme line is created with inspiration from China, for China, and at the same time empowers children around the world to be brave, resilient and optimistic through creative play with LEGO bricks.”