LEGO - Monkie Kid Retail Merchandise

In 2021, LEGO launched a new season of its Monkie Kid franchise — a product line inspired by the legendary Chinese tale of the Monkey King (孫悟空). Collaborating closely with the design team, the project focused on creating a bold and culturally resonant visual identity that brought this modern hero into the hearts of Chinese consumers.

With deep respect for Chinese mythology and storytelling traditions, the campaign reimagined the classic legend through the lens of LEGO’s creativity. The design approach introduced Monkie Kid as an iconic, next-generation hero, brought to life through a comprehensive visual system spanning retail environments, packaging, and print materials.

From immersive in-store graphics to collectible product visuals, the campaign seamlessly blended storytelling with vibrant design — celebrating Chinese heritage while engaging a new generation with LEGO’s imaginative spirit.