LEGO® Inspires People to “Build Amazing” using The Wonders of Malaysia

The school holidays have begun, and LEGO® Malaysia has added some extra-curricular activities to the list of fun activities available to Malaysian kids out there. LEGO® Malaysia, the building blocks of imagination and creativity, announced the official start of its #BuildAmazingMY campaign. The campaign features a host of fun building activities at its Cities of Wonder event in Pavilion KL, an online contest, and Limited-Edition Malaysian Cultural Mini Builds which is a historic first for the LEGO® brand.

As Jacob Leighton Rennison, Head of Marketing, LEGO® Malaysia, explains, “Since the very beginning, LEGO®’s founders had a very clear vision of building something that would inspire a generation’s creativity. We understand our role very well – we’re here to facilitate hands-on play, the type that nurtures a creative mindset. And what we’ve done with #BuildAmazingMY is really something special. We don’t have to look very far to be inspired.

Jacob Leighton Rennison, Head of Marketing, LEGO® Malaysia

“Malaysia is well-known for its uniqueness and rich culture. Our campaign highlights a few elements of this uniqueness through the Limited-Edition Mini Builds, but we also want Malaysians to tell us what’s special to them through LEGO®. Most of all, we want people to have fun whilst they embark on this small journey we’ve built,” he adds.

Aimed at keeping the creative juices flowing as kids embark on their well-deserved breaks, #BuildAmazingMY challenges parents and kids to build amazing things together by being inspired by the wonders of their cities. The campaign also includes a mass LEGO® mosaic building effort at Pavilion KL to aim for a Malaysian record.

LEGO® Cities of Wonders at Pavilion Kuala Lumpur (From left to right: Kung Suan Ai, Director of Marketing, Pavilion Kuala Lumpur; Jacob Leighton Rennison, Head of Marketing, LEGO® Malaysia; Sylvie Ting, Associate Brand Manager, LEGO® Malaysia; Feina Leow, Marketing Manager, Toys ‘R’ Us)

Chief Executive Officer of Retail for Pavilion KL, Dato’ Joyce Yap said, “As an award-winning mall that consistently brings world-class experiences to the shoppers, we are proud to partner with the internationally renowned LEGO® for this school holidays celebration. LEGO® is a brand that resonates with all age groups – with this collaboration, we welcome fans and families to the mall to create memorable and priceless experiences with us.”

My Own Creation Facebook Contest

The campaign starts with a perfect school holiday project for parents and kids teams. LEGO®’s My Own Creation contest on Facebook runs from Monday, 22 May to 16 June and seeks out the most creative LEGO® builds that showcases the wonders of Malaysia, whichever that is close to the heart of its builder. Weekly prizes will be announced on LEGO® Malaysia’s Facebook channel every Wednesdays, starting with 31 May and ending on 23 June. LEGO® will host a grand prize-giving ceremony event in Pavilion KL on Saturday, 1 July, where the leaders of LEGO®’s fiercest fan groups will be present to judge the submissions. For more information about LEGO®’s My Own Creation contest, visit LEGO® Malaysia’s Facebook.

Cities of Wonder event at Pavilion KL

A huge part of #BuildAmazingMY, Cities of Wonder is brought to life at Pavilion KL from Thursday, 25 May to Sunday, 4 June. Inspired by LEGO® City and LEGO® Friends, the event space is designed like a life-sized LEGO® city. Upon registration, kids get to loan awesome LEGO® hand gloves to explore Cities of Wonder as LEGO® Minifigures. Kids will get a Cities of Wonder passport to explore the activity trails and collect stickers as they solve each challenge. A gift awaits them after collecting all stickers. The event features a trail featuring four LEGO® activity stations:

·        Emma’s Photo Studio – build a camera with LEGO® bricks

·        Stephanie’s Cupcake Kitchen – kids need to decorate cupcakes using only LEGO® bricks that have been scooped from a bucket

·        Police Station – kids need to build a LEGO® mosaic of the villains they need to catch

·        City Jungle – kids learn about animals and nature in this station as they are required to locate the 4 jewels before the villains find them

More than these activities, Cities of Wonder will also feature a display area with LEGO® creations of Malaysian wonders by local LEGO® fan groups. This display area will also feature builds from week 1 winners of My Own Creation Facebook contest.

Limited-Edition Malaysian Cultural Mini Builds

Saving the best for last, LEGO® has created 4 new Mini Builds featuring the wonders of Malaysian culture: the Bunga Raya, Kampung, Wau, and Ketupat. This is the very first time in history that LEGO® has created a Malaysian-specific creation. Produced in limited quantities and released every Saturdays from 27 May through to 17 June, these Mini Builds are only available through a minimum RM300 purchase of LEGO® products. Specially at the launch locations of each Mini Builds alone (details listed below), the first 150 fans can get them for a minimum of RM200 worth of LEGO® products via an exclusive Make and Take activity. After each Saturdays, the Mini Builds will then be available at six stores (listed below) until it is sold-out.

“This is a historic moment for LEGO® as we’ve never developed anything specific to Malaysia before. It doesn’t happen often in LEGO® history and we’re justly proud at LEGO® Malaysia to have gotten this past the finish-line. The important thing for us is that these Mini Builds inspire people to continue to explore the wonders of Malaysia through LEGO®, and that you can build pretty much anything with these iconic bricks,” Jacob added.

Launch Dates and Locations of Mini Builds

Saturday, 27 May – Bunga Raya         

Launch: 12:00noon, Centre Court, Level 2, Pavilion KL

Other participating outlets: Toys ‘R’ Us outlets at Mid Valley Megamall, Pavilion KL, 1 Utama, KLCC, 101 City Mall, Empire Subang

Saturday, 3 June – Kampung 

Launch: 10:00am, Toys ‘R’ Us Mid Valley Megamall

Other participating outlets: Centre Court, Level 2, Pavilion KL; Toys ‘R’ Us outlets at 1 Utama, KLCC, 101 City Mall, Empire Subang

Saturday, 10 June – Wau        

Launch: 10:00am, Centre Court, Level 2, Pavilion KL

Other participating outlets: LEGO® Certified Stores at Pavilion KL, The Curve, Bangsar Village, Setia City Mall, 101 City Mall, Empire Subang

Saturday, 17 June – Ketupat  

Launch: 10:00am, LEGO® Certified Store, The Curve

Other participating outlets: LEGO® Certified Stores at Pavilion KL, The Curve, Bangsar Village, Setia City Mall, 101 City Mall, Empire Subang

The Largest LEGO® Mosaic Build in Malaysia

After the official event period of Cities of Wonder, LEGO® will continue its presence at Pavilion KL for a massive LEGO® Mosaic building event. In conjunction with Hari Raya, LEGO® is teaming up with Pavilion KL to host the largest LEGO® Mosaic building session in the country. The ambitious project will be built by passionate fans from the LEGO® community over a period of two weekends, which is aimed at securing a new Malaysian record for the largest LEGO® Mosaic in the country. The building weekends are 9-11 June and 16-18 June. Follow LEGO® Malaysia’sFacebook for more details and how to participate.

For more information about LEGO®’s #BuildAmazingMY campaign and how to participate, visit LEGO® Malaysia’s Facebook, www.facebook.com/LEGOMalaysia.official and check out the hashtags #BuildAmazingMY #LEGOMY.