LEGOLAND Malaysia Resort names new PR agency for MY and SG

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LEGOLAND Malaysia Resort (LEGOLAND) has appointed Mutant Communications (Mutant) as its public relations agency for Malaysia and Singapore, following a competitive pitch process involving over 30 agencies, which concluded in May this year.

The year-long retainer, with the option to extend, will see Mutant leading media and influencer engagement for LEGOLAND’s 2025 campaigns, "from new attraction launches to creative storytelling and seasonal moments that bring larger-than-life LEGO worlds to life," theme park and agency said in a statement shared with MARKETING-INTERACTIVE.

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The appointment comes as LEGOLAND Malaysia continues to position itself as a must-visit destination for "immersive, play-fuelled experiences that spark curiosity, foster creativity, and bring families together".

Mutant has been tasked to support campaign ideation, media relations, and regional publicity across both markets, tapping into its strong media and influencer networks to drive awareness and brand love through a cohesive cross-market communications strategy.

The agency is kicking off the partnership with the launch of LEGOLAND’s third annual "Splash carnival", a water-themed celebration running from 3 July to 3 August 2025 featuring various activities and live musical performances.

“At LEGOLAND Malaysia Resort, we believe in the power of storytelling to spark imagination and bring people together,” said Thila Munusamy, director of sales and marketing at LEGOLAND Malaysia Resort. “As we continue building awesome experiences for guests of all ages, we're thrilled to partner with Mutant, an agency that truly understands how to craft meaningful narratives and create buzz across borders," she added.

“We’re honoured to partner with LEGOLAND Malaysia Resort to drive creative campaigns that spark joy, curiosity, and connection. From immersive media experiences to regionally resonant narratives, we’re excited to help bring their brick-built magic to life across Malaysia and Singapore," said Archana Menon, country manager at Mutant.

LEGOLAND joins Mutant’s growing regional client list, which includes SEEK, PepsiCo, 100PLUS and F&N Magnolia. The win also marks another milestone in Mutant’s regional growth, following the launch of its Philippines office earlier this year.

Earlier in September 2024, MARKETING-INTERACTIVE reported that LEGOLAND Malaysia Resort called for a PR pitch, with submissions closing on 27 September 2024 for a one-year contract, with an option to extend for another year. At the time, Archetype is in the incumbent on the account for Malaysia, while Mad Hat Asia was on the account for press release dissemination in Singapore.

That news came shortly after LEGOLAND Malaysia Resort appointed Mad Hat Asia Singapore as its creative communications and public relations agency in Singapore in April 2024.

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