Families reimagine Malaysian icons in LEGO MY's new campaign

The LEGO Group has unveiled a new campaign inviting Malaysian families to reimagine icons of Malaysia built in new and fun ways. The campaign, titled "#LEGOSerlahkanKreativitiAndaMY" is a local iteration of the brand's global campaign "Play is your superpower". 

Leading the campaign are Malaysian personalities and their families including radio host and presenter Ira Mohd Amin, actor Cai Pei Xuan as well as entrepreneur-couple Carey and Roen Cian. The personalities, together with their children, reimagine Malaysian icons such as the Malay house, hibiscus plant and Malayan tapir from LEGO bricks. 

Don't miss: LEGO and Nike team up to celebrate the power of creative play and sport

In their videos posted on Instagram, the personalities can be seen engaging in play with their children and are seen building LEGO creations together. They also share their experiences on how building LEGOs have unleashed their creativity. 

These builds, according to posts by Ira, Cai and Roen, will be showcased at the Bukit Bintang MRT station until 31 October 2024. In addition, commuters can hop on an exclusive LEGO-adorned MRT coaches on the MRT Kajang line during the same time period. 

Earlier in the months, fan could unleash their creativity using LEGO bricks at Golden Screen Cinemas Playpark at IOI City Mall too.

Ágnes Molnár, marketing director of Singapore, Malaysia and APAC Travel Retail, the LEGO Group said that the campaign aims to bring the ultimate superpower of play to everyday commuters and visitors, according to media reports.

A+M has reached out to the LEGO Group for more information. 

This campaign comes after the toy-maker's recent partnership with athletic sports brand Nike. 

The partnership reflects Nike and the LEGO Group’s shared commitment to put creativity, fun, sport and imagination back into play, and inspire, engage and empower children around the world. 

Beginning next year, families around the globe will see a series of co-branded products, content and experiences that combine the imaginative power of LEGO bricks with the “Just do it” spirit of Nike to invite all children into play and sport. 

The partnership also rides on a recent LEGO Group study which revealed that for a third of children globally, playtime is limited to just three hours a week, and according to the World Health Organisation, only one in five children gets the physical activity they need to thrive.  

To mark the announcement of their partnership, Nike and the LEGO Group curated a special digital animation to spark the excitement and curiosity of children, families and adults around the globe. It brings to life how sport and creative play will come together and leverage iconic elements from both brands. 

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