New Lego flowers for grownups brighten up lockdown in Czech Republic

The company, which has a factory in the Czech Republic, has seen a rise in sales; sadly one Prague-based brick attraction has closed due to COVID.

Tom Lane

Written by Tom Lane Published on 06.01.2021 13:38 (updated on 29.01.2021) Reading time: 3 minutes

Spring may be a while away but toy manufacturer Lego is allowing flowers to bloom early with the launch of Lego flowers in the Czech Republic.

On top of flowers, you can also get a Lego bonsai tree from their online store. It appears the move is part of a slight change in focus for the company to try and build into a new market for adults.

Adriana Jahňáková, General Director of Lego Trading for the Czechia and Slovakia told Seznam Zprávy last month:

"More and more adults are realizing that playing is an integral part of a lifetime and helping to develop key abilities and skills. In addition to the stable primary goal, which is kits for children, we will therefore turn our attention to adult builders next year."

The flowers and bonsai tree are now available. Photo: Lego
The flowers and bonsai tree are now available. Photo: Lego

People are spending more time indoors due to the COVID pandemic in 2020, with companies closing their offices and employees working from home. Data has yet to be released from the company for the whole year but Jahňáková suggested the first part of the year had been hugely impacted.

"In the first half of the year, we saw a 14 percent increase in sales. In times when the possibility of any leisure activities was very limited and families spent more time together, people played more than ever before. And they stayed with the construction even after the strictest measures had subsided," she added.

The bouquet of flowers and bonsai tree are both priced at CZK 1329.

Lego has a big presence in the Czech Republic with a factory in Kladno, just outside Prague, opening around 20 years ago. Alongside that, there is a museum in the capital, one of the biggest in the country, albeit due to coronavirus restrictions it remains closed. An article in magazine Hrot suggests it could be relocated in the near future.

There was also up until recently an exhibition in Hamleys in Prague, called Czech RepuBRICK, with various monuments from across the country made out of Lego in the famous toy store.

Všechno dobré jednou začíná, všechno dobré jednou končí. A tak je to i s naší výstavou ❤️ Nepromeškejte poslední šanci...

Posted by Czech Repubrick on Thursday, 10 December 2020

The exhibition, which closed last month, used 2.9 tons of Lego and featured the National Museum, Karlštejn Castle, Cathedral of St. Víta, Lednice chateau, and more.

In a Facebook post, they said: "all good things begin once, all good things come to an end. And so it is with our exhibition." They also revealed they will be working on a new project with details yet to be revealed.

Prague is also host to one of the largest collections of lego in the world. Miloš Křeček has already opened five private museums for his passion and, despite the current difficult times, has told iDnes that he is hoping to open the sixth next year.

The first was opened in Narodni some eleven years ago and he has continued building since. Křeček said he would have a world record but due to owning a number of museums, his works aren't all in one place.

"For us, this would mean taking all the built models from five museums to one. However, such a move would be insanely complicated, because my models are not glued together so as not to devalue them. We would have to close for about a week and hire another fifty people to help," he said.

The other museums are in Kutna Hora, Spindleruv Mlyn, Jeseník, and Podebrady.

Publish your story to Expats.cz Find out more