Gen Z perspectives: LEGO, STB's creative agency and influencer reviews

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Happy Friday, MARKETING-INTERACTIVE readers and welcome back to Gen Z Perspectives, your go-to feature where we unpack the week’s top stories and trending topics through the eyes of Gen Z. From the biggest industry moves to viral moments and marketing controversies worth dissecting, we’re bringing the heat with authenticity, awareness and probably a few unfiltered takes.

This week, The LEGO Group is revving up play in Singapore, STB named a new creative agency, and we unpacked a bigger question in the creator economy: where does authenticity end and obligation begin?

Strap in, it's going to be a ride.

Don't miss: Gen Z perspectives: Blind boxes, Roblox's new thrift store & Punch the monkey

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

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.

Read more here.

2. Singapore Tourism Board concludes creative pitch

The Singapore Tourism Board has appointed BLKJ Havas as its creative agency, with effect from 3 March 2026. The pitch was first called in October 2025 and was handled by Ebiquity. The contract is stated to run for two years and one month, with the option to extend for up to three additional years.

As the appointed agency, BLKJ will support STB's marketing strategy in line with the Tourism 2040 roadmap, developing breakthrough creative concepts, leveraging emerging technologies, and crafting marketing campaigns to further elevate Singapore’s profile as a top tourist destination.

Read more here.

3. When reviews can make or break a business, can influencers be honest without causing harm?

Ramadan is a month of reflection and community for Muslims, but in Singapore, it’s also a feast for the senses and social media feeds. This year, 103 booths offer food, live performances, traditional Malay dance and silat, and appearances by local and regional celebrities.

Amidst the colourful stalls and festivities hosted across Bugis and Geylang Serai, one banner in the Gemilang Kampong Gelam Ramadan Bazaar at Bugis, has garnered some attention. The banner urges influencers and reviewers to “be human first, influence later.”