Tis’ the season to be jolly and build a playful holiday with The LEGO® Group

• Creative, infinite and varying ways to play come out top on kids’ wish list, based on a survey conducted by The LEGO Group
• This Christmas, gift the gift of imagination and exploration with LEGO toys as The LEGO Group reveals its Top 10 sets for the festive season

With the holiday season around the corner, The LEGO Group today announced what kids desire the most this Christmas. In a survey conducted in partnership with global market research firm Dynata, it was found that of the 1,100 kids from the Asia-Pacific region1 surveyed, those between 3-12 years old most desire gifts that can harness their creativity and expression, while offering infinite ways to play.

Top of their wish list were toys that give them flexibility and freedom to play repeatedly in a myriad of ways (89%), while also allowing them to push the limits of their creativity (87%). The children also shared that they want toys that allow them to stretch their imagination. While screen-time has taken over both parents and kids’ lives, surprisingly, many kids still prefer physical toys over digital games, with close to 4 out of 5 kids surveyed choosing open-ended toys, as compared to just over half who chose digital games.

What is also of interest is that LEGO sets were desired by both boys and girls as the gift which they most wanted for Christmas (70% for boys and 60% for girls). Conversely, other toys had a large disparity in the genders that chose them - 50% of boys versus 15% of girls chose toys like action figures, while 56% of girls versus 8% of boys chose toys like dolls.

Top 10 LEGO sets for Christmas

To get families started, The LEGO Group has put together the top 10 sets of the year across themes like LEGO CITY, LEGO Technic, and LEGO Friends to build a child’s dream this Christmas!

For those who love some action, they can choose to suit up and solve crimes with 60316 LEGO CITY Police Station, a 3-level set featuring a police dog training area as well as story-inspiring details such as a possible prison break with a rubbish truck by crooks; or help build the city with 60324 LEGO CITY Mobile Crane that mimics the real life construction cranes on the road; or make tactical decisions with 42137 LEGO Technic Formula E® Porsche 99X Electric just like a race car driver using the augmented reality app and two pull-back motors to launch the vehicle.

For children who love adventures, they can make a splash with the 41720 LEGO Friends Waterpark that features the water cannon and spinning octopus; or spend a day role-playing as a princess in the 43205 LEGO Disney Princess Ultimate Adventure Castle to enjoy hours of endless fun and storytelling opportunities. That’s not forgetting the animal-loving little ones who can explore the sights of wildlife with the 10974 LEGO DUPLO Wild Animals of Asia.

Other crowd favourites include 71403 LEGO Super Mario™ Adventures with Peach Starter Course, 71772 LEGO NINJAGO The Crystal King, 41957 LEGO DOTS Adhesive Patches Mega Pack, and the 76206 LEGO Super Heroes Iron Man Figure. More information about the sets can be found in the Notes to Editor below.

Families can also gather around and fill the room with holiday spirit with the 10308 LEGO Holiday Main Street that reminds one of the hustle and bustle of a festive shopping street – complete with Christmas tree, trolley, snow topped shops and children posting letters to Santa.

In the spirit of giving, shoppers can look out for promotions of some of these sets as well as gifts with purchases at the LEGO Certified Stores. Purchases of at least RM299 from now till 31 December will entitle shoppers to a LEGO Holiday Draw String Bag with mystery polybags. Between 19 and 30 November, 40564 Winter Elves will be up for grabs with a minimum spend of RM699, while 40565 Santa’s Workshop will be the gift with purchase in December following a minimum spend of RM629 across all LEGO themes. While stocks last.

There will also be festive pop-ups by The LEGO Group across AEON malls nationwide from 18 November 2022 to 1 January 2023.

Rohan Mathur, Marketing Director, Southeast Asia at The LEGO Group, said: “This Christmas, we are keen to enable children in Malaysia to build a playful holiday together with their families as we take pride in the open-ended play offered by our Top 10 sets that meets their desire to have creative and infinite ways to build and rebuild.”

Note: The determination of the retail price(s) is at the sole discretion of the Distributor / Retail Partner and the LEGO Group is not interfering with this (the Retail Partner is free to discount further should he / she wish to do so).