Let nobody doubt LEGO’s mad skills in promoting major films, especially if their IPs were licensed for making tie-in sets. LEGO Porgs in London for “The Last Jedi” in 2017 is an example. Recently they’ve started work on brick-built promo exhibits for “Avengers: Endgame.” The Captain Marvel statue’s pretty cool.
But this “Endgame” promotion in China might top even that. In a Shanghai commercial complex at Nanjing East Road, LEGO-built masks of the Avengers are on display. The big draw is that the character faces are designed to resemble traditional Chinese Opera masks. Now that’s effectively engaging the Chinese market.
This is the brainchild of Prince Jiang, a LEGO Certified Professional from China. He depicts the first six original Avengers in the MCU movies: Hawkeye, Thor, Captain America, Iron Man, Hulk and Black Widow. Each Avenger mask is 1.3 meters tall and 1.1 meters wide. Prince Jiang divided a total of 600,000 LEGO pieces between the six masks on display.
Shoppers and tourists along Nanjing East Road can see the “Avengers: Endgame” Chinese-Opera promo display there until the movie premieres in China. Elsewhere, the film will arrive in the US on April 26. LEGO’s tie-ins are already on sale and the promotional set Avengers Tower (40344) is now gift-with-purchase ready.