Lego Travel Retail has launched its first travel retail-exclusive (TREX) gift with purchase (GWP), designed specifically for families travelling through Asia.
The GWP features a curated set of 25 Lego elements paired with 20 themed Activity Cards, encouraging creativity and exploration for children aged six and above. The cards spotlight Asia Pacific’s diverse landscapes, cultures and flavours, inviting families to ‘Learn, Build, Play and Discover Together’ as they travel.
The campaign reflects LEGO’s ongoing mission to promote imaginative play and meaningful family moments. It marks a change in how the brand approaches retailtainment and exclusivity in the channel.
The Activity Cards include playful prompts themed around Asian destinations. Examples include building a straw for a Taiwanese bubble tea, constructing a ‘wildly cute’ animal inspired by Australia’s wildlife, or creating a hybrid creature reminiscent of Singapore’s Merlion mascot.
By encouraging storytelling and imaginative engagement, the TREX GWP encourages family bonding and education throughout the journey – turning wait times and travel downtime into opportunities for creativity and conversation.
In addition, the Activity Cards celebrate sense of place, showcasing the different cultures and natural wonders of key destinations across Asia Pacific. The cards invite young travellers to learn more about the culture at their final destinations in a fun, tactile way.
To qualify for the exclusive TREX GWP, shoppers must meet a minimum spend threshold at select airport retail locations:
- Singapore: S$119 at Changi Airport terminals 3 and 4 Departures
- Malaysia: RM400 at the Domestic terminals of Kuala Lumpur International Airport 1 and Penang International Airport
- Australia: A$150 at the Domestic terminals of Brisbane, Sydney (T2) and Melbourne airports (Departures)
- Taiwan: NTD2,900 at Taoyuan International Airport terminals 1 or 2 (Departures)
“At the Lego Group, we believe that every journey is on opportunity for adventure and creativity,” said Lego General Manager of Singapore, Malaysia and APAC Travel Retail Nina Patricia Da Costa.
“With our new TREX GWP, we are excited to offer families a fun way to engage with our brand while enhancing and reminiscing their travel experiences. We want to inspire young travellers to explore the world through the lens of creativity and play.” ✈
