The LEGO Group has partnered with Lazada to host LEGO LazMall Super Brand Day on May 18. This 24-hour shopping event invites customers to ‘Dream It, Build It’ by making their dream cars real with these enticing LEGO vehicle sets.

In line with the upcoming Fast X movie, customers can look forward to exclusive LEGO Fast & Furious starter kits. The top three spenders who purchase one or more of the LEGO Fast & Furious sets on LEGO LazMall will also stand to win movie tickets to the latest iteration in the Fast & Furious Saga.

Dream It, Build It!

The LEGO Group is also running its ‘Dream It, Build It!’ social contest from now until 18 May to encourage families to build their dream LEGO vehicles together, using LEGO bricks from any LEGO sets.

In order to participate, participants are required to:

• Take a photo of their dream LEGO Vehicle build
• Share the idea behind their design in a post with a caption
• Include the hashtags (#LEGOSG) and (#LEGOSGDreamItBuildIt)
• Tag @lazada_sg to submit their entries on either Facebook or Instagram

The top three winners with the most creative builds stand to walk away with prizes worth at least SGD 300, while 10 consolation winners stand to receive up to SGD 150 worth of prizes, courtesy of The LEGO Group and Universal Group.

In conjunction with LEGO’s LazMall Super Brand Day, there are also LEGO Vehicles-themed in-store activations happening on selected weekend afternoons from April 8 to May 28 in selected LEGO Certified Stores and Toys“R”Us stores.

Participants can try out the new Dream Car Generator game on iPads and engage in hands-on interactive play experience with a LEGO Vehicles set.

Upon completing both vehicle-themed checkpoints and sharing a video of the play experience on social media with the hashtags #LEGOSG and #LEGOVehicles2023, participants can redeem a free LEGO polybag on a first-come, first-served basis.

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The turn of the 2020s decade saw the rise of unique new collaborations by automotive companies. Instead of the traditional car-based itineraries, more and more automakers are turning to other industries to help market their brand to wider audiences.

One such industry is the fashion industry, and Mercedes-Benz has recently partnered up with renowned fashion brand Moncler to produce a stunning new collaboration. The concept draws heavy inspiration from the design and heritage of both brands, and it encompasses some of the shared values between the two – A strong passion for innovation, concise design language and a first-mover approach to cross-cultural co-creation.

The new partnership is also one of Mercedes-Benz’s new key strategies to explore new realms across fashion and culture, with the goal to challenge expectations and interact with broader audiences beyond the traditional automotive bubble.

At the same time, this also highlights Moncler’s evolution beyond fashion and into new spheres of design. Mercedes-Benz is the first official automotive partner to collaborate with Moncler.

The collaboration debuted at Moncler’s “The Art of Genius” live show during London Fashion Week, held on February 20th, 2023.

A unique Mercedes Benz art piece was revealed, showcasing design elements of both brands. The reveal was broadcasted via live stream at Moncler.com.

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