LEGO Malaysia’s latest campaign lets kids build it, then race it

The LEGO Group is putting children in the driver’s seat with its latest campaign, "Build your dream ride", which combines hands-on play with real-world racing experiences across Malaysia.

The campaign celebrates the joy of vehicles and imaginative play, encouraging children to design and build their own dream rides using sets from ranges such as LEGO City, LEGO Technic and LEGO Speed Champions. From speedy racers to adventure-ready vehicles, the initiative aims to inspire creativity while helping young builders develop confidence and problem-solving skills.

To extend the experience beyond the living room, LEGO has launched the 'Build your dream ride autoshop experience', an interactive activation designed to bring brick-built vehicles to life.

Running from 6 March to 30 June, the experience takes place at KF Kiddy Circuit Mid Valley Megamall and KF Kiddy Circuit Mid Valley Southkey. The venues have been transformed with LEGO-themed visuals, including brick-built vehicle displays and larger-than-life Minifigures, allowing families to immerse themselves in the campaign.

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Visitors can embark on a mission-based journey using a "Build your dream ride" mission card, collecting stamps by completing activities at various pit stops. These include building their own LEGO vehicle and racing it down ramps in the 'Dream ride test zone', matching wheels to the correct vehicle builds in 'Wheels up!', colouring their custom designs in 'Colour your dream ride', and capturing a photo moment with a LEGO racer minifigure.

The experience also includes a real-world racing component, where participants can complete a karting session at the circuit — bridging the gap between imaginative play and the thrill of motion.

Ágnes Molnár, marketing director for Singapore, Malaysia and APAC travel retail at The LEGO Group, said the campaign highlights the role of play in helping children explore creativity and confidence. “At the LEGO Group, we believe play is one of the most powerful ways children explore the world, spark creativity and build confidence,” she said.

“With the 'Build your dream ride' campaign, we’re empowering children to take the driver’s seat and bring their dream vehicles to life through hands-on, imaginative play," added Molnár.

The activation was developed in collaboration with KF Kiddy Circuit, known for its family-friendly electric karting tracks. According to co-founder Alan Kwek, the partnership allows families to experience both creative building and on-track thrills in one integrated activity.

Participants who complete all missions can redeem an exclusive LEGO racer Minifigure with a gold trophy, marking the completion of their Autoshop journey.

Beyond the activation, LEGO is also extending the campaign into retail through Make-and-Take workshops at LEGO Certified Store Mid Valley Megamall and LEGO Certified Store Mid Valley Southkey. Running between 28 February and 29 March, visitors can build and take home a LEGO sports car model for free. Gift-with-purchase promotions are also available across participating retailers, including polybags from the LEGO Speed Champions, LEGO City and LEGO Technic ranges.

Over in Singapore, LEGO's "Build your dream ride" campaign came to life with a similar activation at The Palawan @ Sentosa - HyperDrive. 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.

The adventure continued at the LEGO Resorts World Sentosa store, where young builders could 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.

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