The Lego Group introduced its latest Lego Duplo sets and spotlighted Lego Nexo Knights, which combines physical and digital play, at last week’s TFWA Asia Pacific exhibition in Singapore.
The Lego Group Travel Retail Senior Manager Annette Rosendahl hailed the success of the show and underlined the importance of brand recognition in the toy category.
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Brick-by-brick: Lego’s Nexo Knights and Duplo Around the World are proving to be big hits as the toy category builds momentum in the channel | |
A survey conducted with m1ndset last year put brand recognition among the top three reasons why people buy a particular toy.
“Lego is a well-recognised brand. We have been concentrating on our best sellers and our best sizes for the growing toy category in travel retail,” Rosendahl said.
Lego introduced five new Lego Duplo sets at the exhibition. The Around the World series features five Duplo figures, 17 animals and four different habitats. Arctic, Baby Animals, Savanna and Jungle are also new to the range.
Lego Nexo Knights is said to combine physical and digital play and offers consumers the chance to download an app to continue the game online.
“The compact size of its packaging makes it very suitable for travel retail,” Rosendahl added.
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The right fit: Lego has put a strong focus on offering products in sizes best suited to travel retail | |
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