Kuala Lumpur, Malaysia – The LEGO Group has partnered with Shopee Malaysia to roll out its “Bina Bersama, Cipta Cerita” campaign, aimed at making LEGO play more accessible to families and fans across the country.
Running until the end of 2025, the campaign includes exclusive promotions through the LEGO Official Shop on Shopee Mall. First-time shoppers can also use a “New Buyer Voucher” offering 11% off selected LEGO sets until December 31, 2025.
The campaign’s theme, translated as “Play and Build Together” and “Create Memories and Stories,” emphasises LEGO play as a way to foster creativity, imagination, and bonding among family and friends.
According to the LEGO Group, findings from a global survey of more than 32,000 respondents, including 1,009 parents and 551 children in Malaysia, revealed that while 97% of parents want their children to build more often, 72% of children feel pressured to be perfect, making them hesitant to experiment.
“Bina Bersama, Cipta Cerita” is positioned as a response to this insight, encouraging Malaysians to build without fear of mistakes. The LEGO Group said that participants in the campaign from different states were often surprised by what they could create once they set aside self-doubt.
As part of the initiative, families and creators across Malaysia have been showcasing LEGO builds inspired by their local heritage. Examples include a family in Sabah recreating Mount Kinabalu and friends in Sarawak building LEGO cats as a tribute to Kuching.
In conjunction with Malaysia Day on September 16, Shopee Malaysia is also running a nationwide #BinaBersamaCiptaCerita social media contest from September 3 to 19. Participants are invited to comment on Shopee Malaysia’s post with their ideas of what they would build to reflect their state’s spirit. Six winners with the most creative entries will receive LEGO sets worth up to RM914.
Submissions so far include designs of the Malaysian map featuring its multicultural communities, a Sarawak traditional instrument, and a LEGO version of the Tugu Negara (National Monument).
