The LEGO Group aims to expand its presence in Southeast Asia but faces cultural challenges. While LEGO products are becoming more popular in the region, competition exists from local brands and differing play preferences hinder its popularity. Emphasizing authentic stories from local cultures, taking inspiration from K-pop and anime could allow LEGO sets to better connect with consumers.
Tag: LEGO Play
Inside LEGO NINJAGO: Kai’s Monstrous Journey with the creatives
LEGO NINJAGO: Kai’s Monstrous Journey features new shorts exploring Kai's dark past, aimed at younger audiences while considering complex themes. Three shorts debut on July 31, supplemented by stories in LEGO Magazine and the LEGO Play app. Creatives behind the projet share their thinking and tease what to expect.
