American families are increasingly buying a new generation of Lego cars, which have been designed by the British Lego company to mimic American family care and caregiving traditions.
The new cars are meant to look like those owned by American parents, said Mark McDaniel, who runs the family care division at Lego, which is based in the UK.
They are often made from Lego parts, which can cost between £200 ($300) and £1,200 ($2,300).
McDaniel said the American car companies Lego and Mattel had designed the cars for a different reason.
“We think the kids who are making these cars are really happy, they’re just happy that they are in a Lego family, and that’s what we’re trying to achieve,” he said.
The American car industry, meanwhile, is facing growing competition from cheaper Chinese and Japanese products.
The Lego cars can be customized by the family members who bought them, and the price can be adjusted by the parents.
The cars are designed for the comfort and convenience of the American home, McDaniel said.
“The whole idea of this family car is to take those traditions and then combine them with the modernity of Lego,” he added.
“There are a lot of things that you can do to help you feel at home in your home, but the most important thing is the family experience.”
The new Lego cars have been produced in China by Chinese supplier Lian Yu, and will be available later this year in the US.
The company is also working on a family care version of the cars.
“I’m very excited to see this coming to the US and the UK,” McDaniel told Al Jazeera.
“It’s very exciting to see a Lego vehicle being designed to be part of American family life.”
McDaniel, the head of the family car division, said he is keen to see how American parents can use the cars to help their children cope with the changing times.
“When you look at Lego you have to consider what’s going on in the world, and what’s happening in the culture,” he explained.
“You can’t just think of a Lego set as a vehicle, but also a family, because Lego is such a big part of our culture.”
For McDaniel and other Lego executives, the aim is not only to bring the company’s product to the American market but also to help make it a global phenomenon.
“This is the kind of product that’s going to really help people understand how we can be in their lives,” he told Aljazeera.
“Because you have a family in a house, you have this connection between your house and the house, and you can see your family through your Lego family.”
So this is really a family-friendly Lego car.
“”This idea is to bring family together.