Sunway Pyramid soars with How to Train Your Dragon mall takeover

Sunway Pyramid is bringing the Isle of Berk to life this school holiday in a collaboration with Universal Pictures, transforming its LG2 Orange Concourse into a How to Train Your Dragon-themed experience. The activation will run from 6 to 22 June 2025.

The event, which targets families and fans of the franchise, includes a variety of interactive zones designed to boost footfall and dwell time. Visitors can take part in Viking-style games such as a "sheep toss" challenge and a "dragon training area", designed to test agility. Completing activities unlocks a dragon tattoo set, doubling as a reward mechanic to encourage full participation.

Photo zones include Stoick’s throne room and a life-sized Toothless installation for social media-friendly moments. On Fridays, weekends, and public holidays, Hiccup’s workshop opens for up to 15 participants per session, where children can create dragon models and shields using materials such as Perler and Aqua beads.

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To further drive app engagement, Sunway Pyramid is offering a “check-in & win” giveaway. Visitors who check in at the event space using the app will stand a chance to win exclusive merchandise sets. Shoppers who spend a minimum of RM400 across three receipts can redeem a Toothless squishy, a character-themed plush designed to drive redemptions and in-mall spending.

The campaign coincides with the release of the live action How to Train Your Dragon film, which debuts in Malaysian cinemas on 7 June. Sunway Pyramid is encouraging visitors to catch the movie at TGV Cinemas within the mall, aiming to create a full-circle IP experience from concourse to screen.

Product tie-ins, including dragon toys and accessories, will be available at Parkson and at the Orange Concourse. The mall is also teasing a dragon-themed scavenger hunt-style element, encouraging families to spot as many dragon-related items as possible throughout the property.

In conversations with A+M, Loo Hoey Theen, general manager, marketing and business innovation at Sunway Malls said the partnership with Universal Pictures is part of a long-standing relationship that delivers "a quadruple win" across movie distributors, tenants, the mall, and its shoppers.

"Movies, especially blockbusters or family films, can align with a mall’s image, helping both parties reach overlapping target demographics and new customership," she added. 

Beyond physical activations, the campaign includes digital and influencer-driven components designed to create shareable content, expand reach, and increase engagement across social channels. The integration with tenants through cross-promotions, themed F&B, and merchandise ensures the campaign delivers commercial benefits at multiple levels.

Positioned as part of a broader annual calendar of experiential events, this campaign exemplifies how predictable, high-profile film releases are used as anchor touchpoints. Loo added that the mall’s strong relationship with Universal Pictures is a model of long-term synergy, built on co-marketing, creative alignment, and a shared goal of delivering memorable customer experiences.

"This success is a testament to the collaborative ecosystem we have built—one that includes our dedicated merchandisers, supportive tenants, and most importantly, our enthusiastic customers. Each played a vital role in bringing this campaign to life. We look forward to more exciting collaborations like this in the future," she said.

Sunway Pyramid isn’t the only brand riding the dragon wave. In May, beverage brand Yeo’s launched its own collaboration with Universal Studios, rolling out limited-edition packs of chrysanthemum tea, first harvest green tea, Immuno soy milk, and lychee drink, each featuring fan-favourite dragons from the franchise.

The campaign, set against the backdrop of the film’s 12 June release, was unveiled across Instagram by Yeo’s Malaysia and Singapore. The visuals encouraged fans to “quench their dragon thirst” with the new themed beverages, adding another layer of fantasy to the brand’s summer marketing push.

Other films have also turned to mall-based experiences to drum up buzz. Ahead of the 15 May release of horror title Final Destination: Bloodlines, the franchise’s Malaysian campaign took a psychological turn.

At Central i-City shopping centre in Selangor, out-of-home ads were disguised as everyday warning signs, a nod to the series’ signature theme of death hiding in plain sight. The subtle placement caught passersby off guard and played into the franchise’s long-standing knack for making the mundane feel menacing.

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