LEGO Build Your Dream Ride campaign arrives in Malaysia with karting experience at Mid Valley

KUALA LUMPUR: The LEGO Group has rolled out its new Build Your Dream Ride campaign in Malaysia, built around the objective to get kids interested in vehicles through hands-on play.

The campaign pulls together a wide mix of LEGO vehicle-themed sets across ranges such as LEGO City, LEGO Technic and LEGO Speed Champions, giving children plenty to work with whether they are into race cars, rugged machines or everyday utility vehicles.

Also Read: Jaecoo J5 launched in Malaysia, 1.5T B-segment SUV with ADAS and 13.2-inch screen from RM108,000

Rather than just pushing another toy line, the campaign leans into the appeal of building, customising and experimenting. The idea is that kids are not just assembling models for display, but using them as a way to explore how things move, solve problems and come up with their own creations.

In that sense, LEGO is framing the whole thing as more than just playtime, tying it to imagination, confidence and creative thinking.

To take that beyond the living room floor, the company is also running the LEGO Build Your Dream Ride Autoshop Experience, an activation that adds a physical, interactive element to the campaign.

Visitors can take part in build activities, try out themed experiences and see vehicle-based LEGO creations brought to life in a more dynamic setting.

Ágnes Molnár, Marketing Director of Singapore, Malaysia and APAC Travel Retail, The LEGO Group, said, “At the LEGO Group, we believe play is one of the most powerful ways children explore the world, spark creativity and build confidence. With the Build Your Dream Ride campaign, we are empowering children to take the driver’s seat by giving them the tools to build, customise and bring their dream rides to life. Along the way, this hands-on, imaginative play helps them nurture confidence, creativity and problem-solving skills as they explore, imagine and create.”

In Malaysia, that activation is being hosted at KF Kiddy Circuit at Mid Valley Megamall Kuala Lumpur and The Mall, Mid Valley Southkey Johor Bahru, where the campaign takes on a more motorsport-inspired setting.

KF Kiddy Circuit, which is known for its family-focused karting format, gives LEGO a fitting venue to connect brick-building with the idea of movement and driving. While the Singapore circuit is described as the brand’s largest go-kart facility, the Malaysian branches will serve as the home of this collaboration locally, featuring 200 metres of themed racing track aimed at children with different levels of driving confidence.

The concept here is straightforward enough. Families can move through a series of themed pit stops, complete tasks and collect stamps on a mission card. Those activities include building and testing dream vehicles, stopping for photo moments and taking part in karting experiences. The venue itself will be dressed up with LEGO visuals, including LEGO Minifigures, brick-built displays and showcases of vehicle-themed sets.

“We are grateful for the opportunity to partner with The LEGO Group to bring a holistic experience on and off-track at KF Kiddy Circuit to our fans. This unique collaboration was made possible through the shared passion of making family fun more accessible and enjoyable with a bit of thrill! We believe that the Build Your Dream Ride Autoshop experience will spark joy, imagination and creativity among families and children alike through the hands-on building activities with LEGO bricks, culminating with our e-karting experience, said Alan Kwek, Co-founder of KF Kiddy Circuit.

The Build Your Dream Ride Autoshop Experience runs from 6 March to 30 June 2026 at both KF Kiddy Circuit locations in Mid Valley Megamall KL and Mid Valley Southkey JB.

The campaign also extends into LEGO’s own retail spaces. At the LEGO Certified Store Mid Valley Megamall KL and LEGO Certified Store Mid Valley Southkey JB, children can continue the activity trail by taking a photo with the LEGO 3D Minifigure and posting it on social media. Those who complete their mission card journey can redeem an exclusive LEGO Racer Minifigure with Golden Trophy, giving the whole exercise a more collectible angle rather than just ending at the circuit.

On the product side, LEGO is using the campaign to highlight just how broad its vehicle line-up has become. That includes sets based on supercars, race cars, heavy-duty machines and emergency vehicles, depending on which age group or type of builder it is targeting.

Among the featured models are the: 

• 77254 LEGO Ferrari SF90 XX Stradale Sports Car
• 77253 LEGO Bugatti Vision GT Hyper Sports Car
• 42222 LEGO Bugatti Chiron Pur Sport Hypercar
• 42226 LEGO BMW M4 GT3 EVO Race Car
• 60499 LEGO Airport Fire Truck
• 60505 LEGO Airplane, Service Truck & Hovercraft Remix
• 42219 LEGO Monster Jam Grave Digger Fire and Ice

That range is really the point of the campaign. LEGO is not narrowing the idea of a “dream ride” to just sports cars or racing machines.

It is trying to cast a wider net, whether that means a child is into fire trucks, aircraft support vehicles, monster trucks or licensed hypercars. Some sets are clearly aimed at collectors or older builders, while others are more accessible entry points for younger kids who simply like anything with wheels.

These LEGO vehicle sets are available in Malaysia through LEGO Certified Stores, the LEGO Official Store on Lazada, Shopee, Toys ‘R’ Us and other major retailers.

There is also a smaller retail activation tied to the campaign. From 28 February to 29 March 2026, selected LEGO Certified Stores in Malaysia are hosting a Make and Take activity where visitors can build a LEGO Sports Car in-store and bring it home free of charge.

On top of that, LEGO is also running a series of gift-with-purchase promotions, with selected minimum spends unlocking polybags from the LEGO Speed Champions, LEGO City and LEGO Technic ranges.

All in, this feels like LEGO doing what it usually does best, attaching a simple family-friendly activity to a bigger branded experience and then spreading it across retail, play and events.

The karting collaboration is a smart fit because it gives the campaign a more physical hook, especially for parents looking for something beyond just buying a box off the shelf. It is still very much a marketing push, of course, but at least one built around something children are actually likely to enjoy.

For more details, LEGO says more information is available via the LEGO Malaysia website.

Also Read: Proton sold 13,566 units in Feb 2026; New S70 bags 5k bookings