LEGO MASTERS sets its sights on China

LEGO MASTERS is heading to China for its latest export, in what parent company Banijay reckons is a ‘milestone moment’ for the global franchise.

Long Qing Media has already started production on the Chinese series for Shenzhen TV, which will be hoping to capitalise not only on the LEGO Group’s incredibly strong market growth in China over the past few years, but also the success LEGO MASTERS has found in countries including the US and Australia.

“We know this program will resonate strongly with a Chinese audience and we’re incredibly excited to work with our partners Shenzhen TV, Long Qing Media, Huo Yuan Media and the LEGO Group to make this happen,” Banijay’s senior VP of acquisitions Simon Cox said in a statement.

“The LEGO brand has a huge fan base in the Chinese market and all our teams are big LEGO fans,” Long Qing Media’s executive producer and vice president Tony Zhang told Variety. “We want to bring this creativity, enthusiasm, and positive spirit… together to audiences.”

China becomes the 16th country to host its own version of LEGO MASTERS, which originally began on UK screens courtesy of Channel 4. A third British season seems unlikely to materialise at the moment, but the broadcaster has at least picked up the rights for the first season of LEGO MASTERS USA and LEGO MASTERS Australia, the latter of which begins airing this weekend.

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