LEGO is deepening its roots in China with products inspired by traditional crafts and culturally-resonant stories, as the country's improving intellectual property protection solidifies its confidence in prioritizing the market.
In a recent interview with China Global Network Television (CGTN) in Shanghai, Robin Smith, vice president and General Counsel for China and Asia Pacific for LEGO Group, discussed the synergy between creativity and legal protection that drives the brand's growing commitment to the Chinese market.
She underscored that the company's Danish design team frequently travels across China to draw inspiration from traditional craftsmanship, ensuring their products resonate with local consumers.
"We really try to figure out how we can pair our universe of play with the right cultural elements so that it resonates with our consumers. The Chinese market is super important to us. We have a lot of designers in Denmark. They come here for visits. They try to understand the culture. They get a lot of input. They take a look at a lot of culturally-designed items here in China. So, they go to different places where there are wood carvings or weaving or other different crafts and things in China and try and get their inspiration from that. It's very important for us to do that," she noted.
Beyond cultural integration, Smith shared her frontline observations on the remarkable advancements in China's IP protection landscape over recent years, a critical underpinning of the company's long-term investment confidence.
"I think it's really definitely matured and grown and there's a great deal of professionalism and understanding as to what our IP challenges are, have been in China and that we've been super successful with a lot of IP enforcement in China," she said.
She also noted that this legal recognition serves as a testament to the seriousness with which China treats foreign innovation. This environment has bolstered LEGO's resolve to prioritize the Chinese market, knowing their innovations are safe.
"This is all the innovation and design and all of the creativity that we've put into our products, which has actually been recognized in China as an artistic work that can be protected under the law. That's wonderful. And I don't think people really know that those types of things are happening," Smith said.
This environment has bolstered LEGO's resolve to prioritize the Chinese market, knowing their innovations are safe.
"That in itself says we're being taken seriously in China and that having China as a priority market is something that we can continue to do. We can have the confidence that we can innovate and bring our products to China and then actually be able to enforce our rights equally under the law in a fair business environment," she added.
As a global leader in the toy industry, LEGO has become a household name for its unique blend of craftsmanship and innovation. Founded in 1932, the Danish toy giant has been delighting generations of children and adults for nearly a century.
LEGO deepens roots in China through cultural resonance, IP protection
