- Through a nationwide in-store roving activation, The LEGO Group encourages children to move beyond familiar hero narratives and imagine adventures that are entirely their own.
- The campaign’s exclusive gifts-with-purchase (GWP) add an extra touch of fun to every hero story.
The LEGO Group is celebrating a new kind of hero story with the launch of its “What’s Your Hero Story?” campaign, championing children’s imagination across its beloved LEGO® City, LEGO® NINJAGO®, LEGO® Marvel and LEGO® Star Wars™ portfolios.
Children today are surrounded by traditional hero narratives through movies, games and digital content. Increasingly, they want the freedom to create their own adventures and define what it means to be a hero, in ways that reflect their own personalities, interests and creativity. The LEGO Group believes every child has the potential to be a hero in their own unique way, and through creative building and imaginative play, children can create stories in which they become the hero, solve challenges, and shape their own adventures.
Nina Patricia Da Costa, General Manager of Singapore, Malaysia and APAC Travel Retail, The LEGO Group, said, “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. Whether they are piecing together a dragon mech, a starfighter or a city of their own making, every build is a chance for a child to imagine, create, and discover the hero they want to be.”
Building Hero Stories Nationwide
Bringing this spirit of imagination to families across the country, the “What’s Your Hero Story? In-Store Challenge” is a roving activation touching down at seven LEGO Certified Stores over seven weekends. At each stop, children are invited to take part in hands-on hero-building sessions, giving them the chance to build their own hero minifigure. The campaign also comes to life on social media through a contest that invites parents to share their child’s building moment. To take part, fans aged 6 to 12 can:
- Take a photo of their child building their hero minifigure at the participating LEGO Certified Store (schedule in ANNEX B)
- Tag @LEGO and @boxofbricksmy on Instagram or @legomalaysia.official and @boxofbricksmy on Facebook
- Mention the store location
- Use the hashtag #YOURLEGOHEROSTORY
All participants’ accounts must be set to the public to be eligible for entry and for winners to be contactable. Ten lucky winners will each take home a Ninjago® 71841 Dragonian Storm Village set at the end of the campaign.
A Hero for Every Kind of Builder
The “What’s Your Hero Story?” campaign spotlights the breadth of hero-themed play that LEGO has to offer, with a set to spark every child’s imagination. Young builders can take command with the 71868 Wyldfyre’s Transforming Dragon Mech or gear up for battle with the 71862 Lloyd’s Dragon Mech Battle Pack. Budding Super Heroes can swing into action with the 76349 Spider-Man Prison Transport Chase and the 76350 Spider-Man vs. Hulk Epic Clash, while little city builders can take flight, piloting their very own 60492 Passenger Jet. For fans of a galaxy far, far away, the 75444 AT-RT™ Attack brings iconic vehicular action to the tabletop.
These sets are available at LEGO Certified Stores (LCS), the LEGO Official Store on Lazada and Shopee, and major retailers in Malaysia. For more information on additional sets across the campaign, please refer to Annex A.
Gift-with-Purchase: Build Your Own Hero Squad
From 14 September to 31 October 2026, shoppers who spend a minimum of RM179 on any LEGO City, LEGO NINJAGO, LEGO Marvel or LEGO Star Wars set will receive a complimentary gift-with-purchase. Full redemption details by channel can be found in Annex C.
For more information, visit the LEGO Malaysia website.
