Recommended models: Depot series, classic creative series, small builder series, good friend series, city series
 
Lego, Mattel and Hasbro are known as the three giants of the toy industry, but compared to Mattel and Hasbro, Lego is indisputably more dominant in terms of industry status and market size. According to Euromonitor International, Lego has a market share of about 3% in China, while Mattel and Hasbro have 2% and 1% respectively. "LEGO" is an abbreviation of the Danish word "leg godt", which means "to play". Founded in Denmark in 1932, the toy brand is now synonymous with bricks.
 
In the "2018 list of the world's 25 most valuable toy brands" released by Brand Finance, Lego still ranks first with its value of $7.571 billion, which is the third consecutive year that it has topped the list.
 
The molds used by LEGO are highly precise, with tolerances of just 0.002 mm, which is currently the highest level in the plastic brick industry. The design and manufacturing process is very rigorous, and each LEGO brick is marked with three numbers on the inside for precise positioning, determining its position and orientation in the mold, so that the parts can be returned to the factory for repair in time if they are damaged. The design of the new product is subject to years of preliminary research and development testing, and a new mold costs about 250,000 euros, while at the same time ensuring the accuracy of the finished dimensions, and the quality of the LEGO bricks is unquestionable.
 
The LEGO product range is extensive, allowing consumers of all genders and ages to choose from according to their needs. In terms of the number of products, LEGO is also breaking its own records, and in 2017 LEGO released more than 800 merchandise (including sets, merchandise, etc.). Currently, LEGO elements come in more than 3,700 shapes and 60 colors.
 
LEGO products have a very rich series of IP licensed themes, including Star Wars, NINJAGO, The Batman Movie, Marvel Super Heroes, Pirates of the Caribbean, Jurassic World, Harry Potter series, etc. The price range of IP authorized series products is large, and the price of most basic models ranges from 200 to 500 yuan, and the cost performance is still good, and the price of some single products with more components is basically more than 1,000 yuan.
 
One of the most classic is the Star Wars series, which mostly restores the scenes of Star Wars movies. The largest set in the history of Lego toys - the luxury Millennium Falcon, is the star product of this series, once launched, it is sought after by Lego Star Wars fans at home and abroad, but its construction is difficult, suitable for people over 16 years old, the official price in China is as high as 8499 yuan, generally loyal players will collect the building blocks.
 
LEGO also performs very well in its own theme series, and the classic creative, city group and other series are representative of it. The theme of the city group is close to the real world, with the theme of police firefighting and urban transportation, this series is a good choice for children aged 5-12 to exercise their ability to understand the world.
 
The best feature of the Classic Ideas is that you can build freely, without being limited by a theme, and there is no fixed way to build, you can build the shape you want according to your own creativity and use a wealth of functional components, this open-ended building experience can stimulate children's creativity, which is one of the most popular reasons for many LEGO products. The boxed design of this series is also a highlight, easy to store, divided into three specifications, large, medium and small, the number of particles is different, and its large building block box is priced at 499 yuan, which is worth starting. For parents who are distressed about storing toys, choosing this one will save a lot of worry.
 
The DUPLO series is customized for children aged 2-5 years old, and it is also the largest LEGO brick, which can prevent children from swallowing, and it is easy to build, and most of the items in this series are priced under 500 yuan. Another similar is the Small Builder series, which is a transition from large particles to standard pieces, contains some larger components, and the pre-packed bags are also printed with step-by-step tips, pre-sorted bricks and components, which is easy to use, and the overall construction difficulty is a little higher than that of the DUPLO series, but the price is similar to the DUPLO series. Because this series is for preschoolers aged 4-7 years, the building manual is also set up to be easy to understand, so that children can read and understand.
 
The Good Friends series and the Disney series are more suitable for girls, the theme color is mainly pink, and the tone of the scene is cute, and girls in the age group of 6-12 years old can consider choosing this series.
 
But in general, LEGO currently does not have products suitable for infants and toddlers, and even the DUPLO series, which is suitable for younger children, is not suitable as a toy for infants and toddlers under the age of 2.