Philippine News

Brand & Business: LEGO unveils new items and better product value for January 2021

PHILIPPINES ‒ The LEGO Group announces a review of its recommended pricing for all new products that are available at its LEGO Certified Stores and retail partners in the Philippines from January 2021. This is in line with its commitment to enable more children in Southeast Asia to get their hands on the value that LEGO brings – better-priced sets, have fun while bonding, and learn through play.

Rohan Mathur, Marketing Director, Southeast Asia at The LEGO Group, said “The LEGO System of Play prepares a child for life as it appeals to the imagination while developing the creative urge and joy of creation. These are skills that are increasingly important for the holistic development of our younger generation. As part of our mission to inspire and develop the builders of tomorrow, our review of the recommended retail pricing for all new products in the region will enable greater accessibility of LEGO play among our fans and families as we empower children to become creative, engaged, lifelong learners.”

More than 100 novelty LEGO sets are added to its product portfolio this January


In the new year, shoppers can look forward to the launch of more than 100 new LEGO sets. These include additions to familiar themes such as LEGO DUPLO, LEGO CITY and LEGO Friends. These new sets leverage the limitless versatility and creativity of the LEGO brick to delight and surprise young builders with varying interests.

LEGO DUPLO introduces builders as young as 1.5 years old to the world of building with bricks twice the size of standard LEGO bricks. It enables children to build anything they can imagine and create their own play world. The DUPLO assortment covers a broad range of themes and models, and offers everything from cute animals to iconic figures and cool vehicles, as well as colorful DUPLO bricks for free play. In 2021, parents can celebrate a toddler’s birthday in style with the LEGO DUPLO Mickey and Minnie Birthday Train. Toddlers can join Disney’s Mickey Mouse, Minnie Mouse and Pluto as they drive the birthday train, stopping off to play and learn with the onboard activities, including assembling the train, stacking the number bricks, decorating the wagons and role-play with the lovable characters. The LEGO DUPLO My First Unicorn is another versatile toy that includes fun shapes that are perfect for little hands to pick up, place and pull along. Kids can learn about colours and shapes as they build and play. There are also building cards with life-size images of the models, where children can position the bricks over the image as they build.

LEGO CITY, which features iconic vehicles and buildings that are familiar to a city backdrop, aims to create a realistic world for children to explore and stimulate their creativity. More than 30 new sets have been added to depict every day, real-life heroes in action-packed scenarios for hours of build-and-role-play fun. For example, this year will see a new road plate system for children to build and design the LEGO City streets, complemented with glow-in-the-dark street lamps, traffic lights and road signs, to connect their City play experience and build their own community centre. For children who love to be in the thick of the action, they can stack the LEGO flames to create big fires, then shoot the water cannon on the LEGO City Fire Rescue Helicopter to put them out and create LEGO City Adventures TV series stories with the three fun minifigures. With LEGO CITY, families can now bring the excitement and buzz from city life into the comfort of their own homes.

Similar to LEGO CITY, which provides a strong foundation for children to creatively express their passions to the world around us, LEGO Friends celebrates dreams as it helps kids to explore and deepen their interests and identities based on real-life settings. 2021 will see a focus on sustainability and modern living to educate children of its importance to our society. For example, the LEGO Friends characters can go on a road trip with the new electric car featuring a removable roof, as well as a wind turbine charging station. Our favorite Heartlake City will also have an organic cafe that retails sandwiches and smoothies made with home-grown fruits and vegetables. There is also a juice bike to deliver these fresh smoothies, as well as a recycling area where children can learn to sort the disposables.

The wide array of new LEGO products at better pricing promises more fun and excitement for families at home. LEGO products are available at LEGO Certified Stores and major retailers in the Philippines.

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