TDmonthly - LEGO Group expands manufacturing capacity at its factory in Jiaxing, China to support long-term growth

Shanghai, January 4th, 2022: The LEGO Group today announced it will expand its factory located in Jiaxing, China creating additional capacity to meet long-term growth in China and Asia.

Carsten Rasmussen, Chief Operations Officer in the LEGO Group said: “In recent years we have seen strong demand for the fun, creative, high quality and safe LEGO play experiences across Asia and especially in China. To ensure we can delight many more children and fans, we are investing in expanding production capacity and new equipment in our Jiaxing factory.”

The Jiaxing factory currently employs 1,200 people. The expansion will include a new automated high bay warehouse, moulding facility and building for processing LEGO elements, which will add 42,000 square meters of built-up area to the current site and will significantly increase the potential production capacity.

Work on the expansion has commenced and is expected to be completed during 2024.

In recent years, the LEGO Group has invested in building its business in China to bring the benefits of LEGO play to more children. Last month it celebrated the opening of its 300th LEGO store in Haining near Jiaxing city.

Richard Wong, Senior Vice President and General Manager, Asia Manufacturing, said: “We are excited that the work to further expand our factory in Jiaxing has begun. Since opening the factory in 2016 we’ve built a world class manufacturing facility with a highly skilled and motivated workforce. This investment will help us to continue to meet strong demand for LEGO play experiences in China and Asia and continue to inspire and develop the builders of tomorrow”

The Jiaxing factory includes all aspects of manufacturing and packaging LEGO products including moulding LEGO elements, element processing and decoration and packing LEGO boxes.

Lifestyle image of woman building LEGO® Ideas Sonic the Hedgehog™ Green Hill Zone set

Billund, 28th December, 2021:  Today, the LEGO Group announces the new LEGO® Ideas Sonic the Hedgehog™ Green Hill Zone set; a detailed LEGO brick representation of one of the most iconic video game levels ever. Conceived by 24-year-old, UK based LEGO superfan Viv Grannell, through the LEGO Ideas platform, this new analog version of the Green Hill Zone gives fans the chance to build and display a piece of gaming history.

Sonic the Hedgehog™ blasted onto the screens of gamers worldwide in 1991, racing to grab gold rings as he ran through the first level of the game — the now-iconic Green Hill Zone — a bright-green landscape with a look inspired by the California hills. Sonic has kept up the tradition of featuring the much-loved Green Hill Zone in many new versions of the game over the past 30 years — and now the zone can be tackled in a new way; a “real life" LEGO version, designed to be built by fans, arriving in LEGO Stores and https://LEGO.com/Sonic on New Year’s Day.

Close up of women building LEGO® Ideas Sonic the Hedgehog™ Green Hill Zone set

Lots of fun details and easter eggs have been incorporated into 1,125-piece set including five minifigures - an updated version of Sonic, Crabmeat, Moto Bug, Dr. Eggman and the Phantom Ruby. Also included are 10 boxes of golden-coloured Rings and a Technic lever to spring Sonic and friends into the air. And just like in the game, you can earn a gem reward as you build the set! This fun-filled LEGO build results in a dynamic display set or one that can be played with by any Sonic or LEGO fan for years to come.

LEGO fan Viv Grannell is a passionate Sonic enthusiast and saw an opportunity to create a dedicated LEGO set. They submitted their design to the LEGO Ideas® platform, a LEGO initiative that allows fans to create designs which are then voted on by the wider LEGO fan community. The submission reached the required 10,000 votes to be considered by the LEGO team to be made into reality.  

Taking on the challenge of turning the concept into a LEGO set was LEGO Designer Sam Johnson. Talking about the set, Sam said; “Just about anyone who has enjoyed video games on any level in the last 30 years, knows and loves Sonic — and has probably sped through the unforgettable Green Hill Zone with him. We have designed this set to be just as colourful and fun as the in-game version of The Green Hill Zone, then filled it with lots of easter eggs and even prizes to help fans enjoy some of their most beloved gaming icons in a brand-new way.”

The LEGO Sonic the Hedgehog Green Hill Zone set is available from 1st January 2022 via LEGO Stores and https://LEGO.com/Sonic, at the recommended retail price of $69.99 / £59.99 / €69.99. 

Product image of LEGO® Ideas Sonic the Hedgehog™ Green Hill Zone set

Further product information: LEGO® PRODUCT (21331)

Age – 18+
Model measures:  Height:  17cm/7”  - Width: 36cm / 14” - Depth: 6cm / 2.5”
1125 pieces
Price: $69.99 / £59.99 / €69.99

The latest LEGO x SEGA set, which features:

5 minifigures, including a new version of Sonic and also Crab, Motobug, Dr. Eggman, and Phantom Ruby
10 ring boxes
Modular build, which can be linked to other architecture sets

Interactive elements and easter eggs, such as:

A Technic lever on the spring module to launch Sonic and his friends into the air
Sit Dr Eggman inside the Egg Robot
Just like in the game – get a gem reward as you build the se
Super speed and shied TV screens also included

About the LEGO Ideas platform

LEGO® Ideas offers fans the opportunity to submit their own brick creations with the chance to have their concept brought to life with the help of LEGO master designers and a share of the profits.

About the LEGO Group   

The LEGO Group’s mission is to inspire and develop the builders of tomorrow through the power of play. The LEGO System in Play, with its foundation in LEGO bricks, allows children and fans to build and rebuild anything they can imagine.       

The LEGO Group was founded in Billund, Denmark in 1932 by Ole Kirk Kristiansen, its name derived from the two Danish words LEg GOdt, which mean “Play Well”. Today, the LEGO Group remains a family-owned company headquartered in Billund. However, its products are now sold in more than 130 countries worldwide.    

For more news from the LEGO Group, information about our financial performance and responsibility engagement, please visit  www.LEGO.com/aboutus. 

About Sega Europe Ltd.

Sega Europe Ltd. is the European Distribution arm of Tokyo, Japan-based SEGA CORPORATION, and a worldwide leader in interactive entertainment both inside and outside the home. The company develops and distributes interactive entertainment software products for a variety of hardware platforms including PC, wireless devices, and those manufactured by Nintendo, Microsoft and Sony Interactive Entertainment Europe. SEGA wholly owns the video game development studios Two Point Studios, Creative Assembly, Relic Entertainment, Amplitude Studios, Sports Interactive and HARDlight. Sega Europe’s website is located at www.sega.co.uk.