MANILA, Philippines — The LEGO Group and Ban Kee Trading Incorporated opened a new LEGO Certified Store on Saturday, October 26, at Ayala Malls Manila Bay, featuring the first-ever LEGO Passport in the Philippines and the exclusive debut of LEGO’s first 3D model of the iconic Mamang Sorbetero!
The launch marked the brand’s latest effort to incorporate the spirit of Filipino community and heritage into the hands-on world of LEGO play.
The new store was designed to merge creativity and cultural pride. The new vibrant mural wall captures iconic elements of Filipino heritage like the majestic Mayon Volcano, the famous Lion Head of Baguio, and the traditional Barong Tagalog, as well as the Philippine Eagle.
“We chose Ayala Malls Manila Bay here in South kasi yung crowd dito and then yung people (because of the crowd and the people). We believe mas marami na mga LEGO enthusiasts ang nandito sa area (We believe there are now more LEGO enthusiasts here in this area),” Cezar-Ian Maquiñana, Marketing Staff for LEGO Certified Store PH, told Rappler.
“To make it more special, dito namin ni-launch yung first LEGO Certified Store na Pinoy concept (we launched the first LEGO Certified Store with a Filipino concept here),” he continued, referring to the store-exclusive 3D model of Mamang Sorbetero – a classic Filipino ice cream vendor scene that captures the heart of Filipino street life.
Global brand meets local charm
Maquiñana dropped hints on some exciting details about the Mamang Sorbetero, encouraging fans to “watch out for what makes it even more special.”
The 3D model, built abroad in Denmark, took 18 hours to complete and features thousands of pieces. The colorful mural in the store, which paid homage to Filipino culture, was designed and crafted locally.
Justin Bautista, sales and marketing manager at Ban Kee Trading, emphasized the importance of cultural integration. “We wanted to incorporate what makes our Filipino culture unique into the in-store experience,” Bautista said. He highlighted that the design reflects Filipino values, noting that “Filipinos value strong family bonds and a sense of community.”
Apart from the Mamang Sorbetero and mural wall, the store also introduced the first LEGO Passport program in the Philippines.
The collectible passport is available for the first two weeks at this branch, from October 26 to November 8, before expanding to other LEGO stores nationwide. The LEGO passport allows fans to earn customized stamps from various LEGO stores.
The Ayala Malls Manila Bay is the newest addition to the list of LEGO Certified Stores in Metro Manila, following its locations in Trinoma, Bonifacio Global City, Shangri-La Plaza, Alabang Town Center, and UP Town Center. – Rappler.com
Zulaikha Palma is a Rappler intern studying AB Journalism at the University of Santo Tomas.