Can you build your dream ride? LEGO dares kids to take the wheel

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The LEGO Group is revving up play in Singapore with its "Build your dream ride" campaign, celebrating vehicles through hands-on building and imagination-driven fun.

The campaign focuses on the LEGO City, LEGO Technic and LEGO Speed Champions sets and aims to empower children to create and build their confidence, creativity and problem-solving skills along the way.

The campaign comes to life at The Palawan @ Sentosa - HyperDrive with the "Build your dream ride autoshop experience". Held from 5 March to 30 April, fans of all ages can take part in LEGO-themed activities, race their creations down ramps, and try multi-level indoor go-karting on Asia’s first gamified electric track.

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At the experience, participants can collect stamps on mission cards as they complete challenges, with exclusive prizes such as a limited-edition LEGO Racer Minifigure with a golden trophy up for grabs.

The adventure continues at the LEGO Resorts World Sentosa store, where young builders can spot a hidden LEGO Racer Minifigure in a custom diorama and complete their mission card journey to redeem special rewards.

Meanwhile, LEGO Certified Stores across Singapore are hosting "Make and take" activities, gift-with-purchase polybags, and promotions on LEGO City, Technic and Speed Champions sets.

“At the LEGO Group, we believe play is one of the most powerful ways children explore the world, spark creativity and build confidence. With the 'Build your dream ride' campaign, we are empowering children to take the driver’s seat by giving them the tools to build, customise and bring their dream rides to life," said Ágnes Molnár, marketing director of Singapore, Malaysia and APAC travel retail, The LEGO Group.

"Along the way, this hands-on, imaginative play helps them nurture confidence, creativity and problem-solving skills as they explore, imagine and create," she added.

Meanwhile, Laura Lau, director of marketing, The Palawan @ Sentosa - HyperDrive said both companies share a passion for sparking joy and family fun through motion and play. "Through the 'Build your dream ride autoshop experience', guests can enjoy hands-on LEGO building before steering that same sense of imagination and the thrill of motion onto our multi-level indoor electric go-kart circuit.”

The campaign is part of a broader push by LEGO in APAC, marked by the recent expansion of its Singapore regional headquarters.

Spanning over 7,000 square metres, the new space embodies LEGO’s global principles of playfulness, inclusivity and creativity, with life-size LEGO displays, flexible collaboration zones, and activity-based workspaces.

Singapore has been a strategic hub for the LEGO Group for over a decade, selected for its infrastructure, stable operating environment, and talent pool. The hub now employs over 500 people across critical functions such as business service operations, the creative play lab, engineering and quality, and global supply chain.

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