The LEGO Group launched its “What’s Your Hero Story?” campaign on Thursday, September 17, featuring a seven-weekend store challenge across Malaysia starting Sept. 19.

The company stated the campaign covers products from its LEGO City, LEGO NINJAGO, LEGO Marvel, and LEGO Star Wars themes.

Nina Patricia Da Costa, LEGO General Manager for Singapore, Malaysia, and APAC Travel Retail, said the initiative aims to build children’s confidence.

The associated in-store challenge invites participants aged 12 and under to build hero minifigures at seven LEGO Certified Stores through November 1.

A social media contest running alongside the activation offers 10 winners a LEGO NINJAGO set, according to the press release.

The company also announced a gift-with-purchase promotion for minimum purchases of RM179 running from September 14 to October 31, 2026.