Toy industry kicks off early Christmas rush in November to boost sales

2023.11.21 15:21:01 | 2023.11.21 16:19:22

Lego Sweet Brick Party [Courtesy of Lego Korea]이미지 확대

Lego Sweet Brick Party [Courtesy of Lego Korea]

As the year-end draws near, the South Korean toy industry is launching early Christmas campaigns to entice consumers.

According to sources on Monday, Lego Korea teamed up with Shinsegae Starfield to kick-start the Lego Christmas Experience Zone about three weeks earlier than usual in anticipation of the year-end season.

The Lego Christmas Experience Zone opened its doors on November 7 at Starfield Anseong in Gyeonggi Province and will run until January 11 2024. The zone at the Goyang branch, which opened on November 10, will operate until January 14.

This year’s theme, Lego Sweet Brick Party, has brought to life a fairytale world filled with unique Lego block-made desserts. The setup includes a towering 6-meter Lego cake tree and a space for assembling Christmas sculptures.

The event also offers discounts of up to 40 percent on popular Lego products.

Sonokong recently introduced the global official character toys of the popular UK BBC Studio children’s animation “Bluey” for the first time in Korea, strengthening its product lineup ahead of the year-end. Korea is the second country in Asia for the launch of Bluey toys following Singapore.

Last month, Sonokong also relaunched its Cookeez Makery Oven series and the popular character I-rex in “Jurassic Park” on the 30th anniversary of the movie.

“The peak season for toys typically starts in the first week of December during the Christmas season, but this year, the release of Christmas new products has been brought forward to November, a month earlier than usual,” the company said.

YoungToys is strategically targeting a broad audience, from children to kidults, leveraging the new “Secret Jouju” animation and the original “Jouju” retro dolls.

The company initiated the pre-release of episode 4 of the new animation “Secret Jouju Bijou of Star” on November 3 to build anticipation.

Simultaneously, it launched Jouju’s First Snow Day, replicating the original 1990s Jouju dolls, garnering significant interest among classic toy enthusiasts, exclusively available at Emart.

SAMG Entertainment has also commenced various events in large shopping malls and its online platform, Emotion Castle.

From November 10, the company has been hosting the TeeniePing Winter Village event at Starfield Hanam, Myeongji, Wirye, and Bucheon.

The event brings to life a 13 meter gigantic magical cake castle, dessert shops, juice stalls, and ice cream carts, recreating the dessert village from the TeeniePing animation, providing children with an experience akin to stepping into the animation world.

By Lee Sae-bom and Minu Kim

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