How LEGO Malaysia is turning fandom into footfall this May the Fourth

The LEGO Group is bringing the Force to Malaysia in a big way this May, transforming Sunway Pyramid into an immersive playground for Star Wars fans as part of its annual May the Fourth celebrations.

Running from 29 April to 10 May, the activation marks one of LEGO’s largest Star Wars fan experiences in the country to date, designed to tap directly into fandom culture through physical engagement, collectability and community-driven moments.

At the centre of the campaign is a Darth Vader fortress-inspired installation, anchoring the concourse with a towering structure that invites fans to step into the world of the Empire. A standout feature is a 6-by-6-foot Death Star hologram schematic, constructed entirely from LEGO bricks, serving as both a visual spectacle and social media magnet.

Visitors are then guided through a “Hyperspace tunnel”, a walkthrough experience that traces 27 years of LEGO Star Wars history. Featuring a curated showcase of sets ranging from legacy builds to newer releases, the tunnel positioned nostalgia as a key driver of engagement, particularly among long-time collectors.

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The space was further brought to life with large-scale 3D character models including Darth Vader, Yoda, Chewbacca and the Mandalorian with Grogu, alongside fan-built dioramas that add a community dimension to the experience. These elements not only deepened immersion but also invited participation, turning fans into contributors rather than just spectators.

Beyond the installation, LEGO leaned into interactive mechanics to sustain engagement across the mall. Visitors who complete a series of booth activities can redeem exclusive Malaysia-themed LEGO Star Wars collectible postcards, reinforcing the appeal of limited-edition rewards within fan culture.

Younger audiences were also brought into the fold through 'Make & take' sessions, where children can build and bring home their own LEGO Landspeeder. Meanwhile, roaming Star Wars cosplayers and mascots appear across selected dates, extending the experience beyond the main installation and into the wider retail environment.

A mall-wide “hunt” mechanic further gamified the activation. Shoppers who spotted designated Jedi fans and delivered the iconic phrase “May the 4th be with you” stood a chance to win movie tickets to The Mandalorian & Grogu, bridging the campaign with the upcoming theatrical release on 22 May.

According to Nina Patricia Da Costa, general manager of Singapore, Malaysia and APAC travel retail at LEGO, the campaign is designed to capture the communal spirit of Star Wars fandom. "May The Fourth has always been a moment of joy and community for Star Wars fans worldwide. This year, we wanted to do something truly extraordinary with exclusive LEGO Star Wars collectibles and a fan experience that is filled with imagination and captures the full spirit of a galaxy far, far away," she said.

She also noted that every touchpoint was crafted to make fans feel immersed in a shared universe. "From the moment guests step beneath the shadow of Vader's fortress to the moment they collect their exclusive postcard, every touchpoint is designed to make them feel that the Force is very much with them."

The activation underscored LEGO’s broader strategy of moving beyond product-led marketing to experience-led engagement, using physical spaces, storytelling and fan participation to deepen brand connection.

At the retail level, the campaign was supported by a suite of promotions and a new 2026 LEGO Star Wars lineup, including sets such as Grogu, The Razor Crest and The Mandalorian’s N-1 Starfighter. Gifts-with-purchase, exclusive collectibles and limited-time offers are available across LEGO certified stores and eCommerce platforms throughout the campaign period.

Earlier in April this year, the LEGO Group tapped four of the world’s biggest football stars – Cristiano Ronaldo, Kylian Mbappé, Lionel Messi and Vini Jr. – for a new global campaign that turned football fandom into a buildable experience ahead of the FIFA World Cup 2026.

Under its new LEGO Editions platform, the brand rolled out a slate of football-themed sets and fan activations designed to let kids, teens and families “build their dream team brick by brick” at home and in real life.

Campaign imagery released depicted the four players together building the LEGO Editions FIFA World Cup official trophy set, which serves as the hero visual for the push and will be followed by further content with the quartet across LEGO channels in the coming months.

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