Global toy giant LEGO Group said it is doubling down on the Chinese market with a long-term investment strategy, stepping up efforts to roll out products that resonate more deeply with Chinese consumers.

"We look at China as a long-term mission," said Maciek Selinski, head of LEGO China, in a recent interview with Xinhua. "This is a long game for us, and we will continue to invest."

With the Year of the Horse approaching, the Danish multinational has launched new sets, including LEGO Galloping Horse Canvas and LEGO Fortune Firecrackers, inspired by traditional Spring Festival customs. "China is the only market where we design products specifically for local holidays," Selinski said. It is about deeply understanding and respecting Chinese traditions, he noted, adding that the spirit of reunion during the Spring Festival aligns naturally with LEGO Group's focus on building together.