LEGO launches first-ever APAC travel retail exclusive GWP

LEGO Travel Retail has announced the launch of its first-ever travel retail exclusive (TREX) gift with purchase (GWP) tailored specifically for families traveling in the Asia Pacific region. This innovative offering aims to enrich the travel experience by providing engaging activities that make journeys more enjoyable and meaningful for young explorers and their families.

Designed for children 6 years and above, this TREX GWP features a specifically curated set of 25 LEGO elements, accompanied by 20 interactive activity cards that ignite playful exploration and creativity during travel. "This initiative aligns with LEGO’s commitment to fostering imaginative journeys, allowing families to build treasured memories together while discovering new environments," reads the press release.

Addressing each phase of the traveler’s journey

While retailtainment plays a crucial role in the travel retail industry, its impact has traditionally been confined to the in-store experience. However, the brand recognizes that shopping is just one aspect of a traveler’s overall journey. There is a significant opportunity to generate excitement before the trip, manage the expectations of younger travelers, and foster creative and meaningful conversations throughout and after their adventures.

A holiday trip is so much more meaningful when there can be deep connections formed within the family unit – to both relieve stress for adults but also to shift the focus onto each other and the wider and bigger world out there. This product/GWP allows just that, with cards allowing creativity and discussion throughout the journey.

Learn, build, play and discover together

Travelers can discover the wonders of APAC through thoughtfully designed card prompts that showcase the unique flavors, landmarks and wildlife of the Asia Pacific region. It not only provides families with an opportunity to learn more about these diverse countries but also encourages engaging discussions about future travel plans together as a family. To bring the experience to life, families can use the 25 included LEGO brick elements to build creations inspired by each prompt, adding a playful, hands-on dimension to their journey of discovery.

Building memories on the go

“At the LEGO Group, we believe that every journey is an opportunity for discovery and creativity,” says Nina Patricia Da Costa, General Manager of Singapore, Malaysia and APAC Travel Retail. “With our new travel retail exclusive 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 travelers to explore the world through the lens of creativity and play.”