KUALA LUMPUR: The Lego Group has launched a new space-themed collection for kids, promising an engaging adventure.
Beyond mere construction, children can immerse themselves in the 'Lost in Space: A Mission to Return Home' event at 1 Utama Shopping Centre from May 21 to June 4, where they will tackle challenges to find their way back to earth.
A survey of over 14,000 Generation Alpha children and their parents across 15 countries by the group found that there is a significant interest in space exploration.
"About 83 per cent of kids are interested in the mystery of what is out in space, and 86 per cent of kids are interested in finding new planets, stars and galaxies.
"This growing fascination with space inspired The Lego Group to create experiences that further children's interests and ignite their imaginations," it said.
Through inspiring activities and experiences, children are empowered to live their wildest imaginations.
"We believe in the magic of a child's imagination. That's why we create experiences that take them on incredible adventures," The Lego Group marketing director of Singapore, Malaysia and travel retail Agnes Molnar said in a statement.
"Our Lost in Space: A Mission to Return Home event lets kids explore the universe with Lego bricks, sparking creativity and soaring their imaginations to new heights," she added.
As part of the partnership between the group and 1 Utama Shopping Centre, the mall will be transformed into a galactic extravaganza with opportunities for children to be free and explore space in countless ways.
1 Utama Shopping Centre head of advertising and promotions Chai Ai Ping said this is a significant campaign with The Lego Group as the mall is catered to all walks of life including families.
"We can all agree that there is just something about space exploration that even us as adults are ever curious about, which we believe will pique children's imagination.
"This has since led us to go beyond and collaborate with The Lego Group yet again to bring an epic adventure for our shoppers to experience, so come and enjoy the exciting activities and offers during this school holiday," she added.