LEGO invites children to craft their own hero origin story

The LEGO Group is giving children the chance to build their own heroes, with its "What's your hero story?" campaign rolling out across seven LEGO Certified Stores in Malaysia over seven weekends from 19 September to 1 November.

At each stop, children can take part in hands-on sessions to build their own hero minifigure, drawing from LEGO's City, NINJAGO, Marvel and Star Wars portfolios.

The activation is designed to encourage children to move beyond familiar hero narratives from movies, games and digital content and create adventures of their own.

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Running alongside the roadshow is a gift-with-purchase promotion from 14 September to 31 October. Shoppers spending a minimum of RM179 on any LEGO City, NINJAGO, Marvel or Star Wars set will receive a complimentary gift, redeemable across LEGO Certified Stores, eCommerce channels and selected department stores and Toys 'R' Us outlets.

Parents can also take the campaign onto social media, with fans invited to photograph their child, aged six to 12, building their minifigure at a participating store. To enter, participants must tag LEGO and Box of Bricks, the LEGO-certified store in Malaysia, while including the store location and campaign hashtag, #YOURLEGOHEROSTORY.

Ten winners will be selected, with each taking home a NINJAGO 71841 Dragonian Storm Village set.

Nina Patricia Da Costa, general manager of Singapore, Malaysia and APAC Travel Retail at The LEGO Group, said the campaign is meant to empower children to create their own stories. 

“We believe every child has a hero story waiting to be told. Through the 'What's your hero story?' campaign, we want to give children the tools and confidence to build that story for themselves, rather than simply follow one they have already seen,” she said.

The campaign builds on LEGO Malaysia's "Build your dream ride" push earlier this year, which saw an interactive activation designed to bring brick-built vehicles to life.

The experience also included a real-world racing component, where participants completed a karting session, bridging the gap between imaginative play and the thrill of motion.

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