KUALA LUMPUR: The Lego Group has launched its first-ever Build to Give (BTG) initiative in Malaysia, partnering with charities to spread the superpower of play to support children in need of play.
For every Lego heart built, the group will be donating a Lego set to a child from the appointed charity partners.
From Nov 1, shoppers can also enjoy exclusive discounts on selected Lego sets in-store and online to encourage shoppers to give the gift of superpowers this holiday.
"The Lego Group is ringing the festive season in by encouraging the gifting of superpowers one can obtain through Lego Play. Families can look forward to fun-filled adventures as they experience the gift of superpowers through Lego Play at Sunway Pyramid from Dec 7-17," it said.
"Play experts have found that play is a fundamental aspect of every child's development, allowing them to develop crucial 'superpowers' and cognitive skills that benefit them both now and in the future."
The focus on the superpower of play this Christmas is driven by insights from new research by the group which found that 85 per cent of parents surveyed in Malaysia saw play as beneficial in developing their children's skills and abilities.
Forty-one per cent of these parents also found that these skills were necessary for their children's future wellbeing and success.
"This alignment in the importance of play in a child's development and impact on their future has strengthened The Lego Group's emphasis on the importance of sufficient play time for children, inspiring activities and experiences that gift children with these 'superpowers' or skills that carry them through life," it added.
Lego marketing director for Southeast Asia Rohan Mathur said it has always been a strong believer of play as a core facet of a child's development.
"We believe that it is an essential skill that should be nurtured from a young age," Mathur added,
In partnership with Sunway Malls, the mall will be transformed into a Christmas superpower cove with countless opportunities and activities for children to discover a myriad of superpowers.
Sunway Malls general manager of marketing, business innovation and eMall Loo Hoey Theen said it is excited to be partnering with Lego to ring in the holidays through a meaningful and engaging event that brings families together.