WITH the holiday season hovering the globe, The Lego Group has announced what kids desire the most this Christmas. In a survey conducted in partnership with global market research firm Dynata, it was found that of the 1,100 kids from the Asia-Pacific region surveyed, those between three to 12 years old most desire gifts that can harness their creativity and expression, while offering infinite ways to play.Top of their wish list were toys that give them flexibility and freedom to play repeatedly in a myriad of ways (89 percent), while also allowing them to push the limits of their creativity (87 percent). They also want toys that allow them to stretch their imagination. While screen-time has taken over both parents and kids' lives, surprisingly, many kids still prefer physical toys over digital games.What is also of interest is that Lego sets were desired by both boys and girls as the gift which they most wanted for Christmas (70 percent for boys and 60 percent for girls). To get families started, The Lego Group has put together the top sets of the year across themes like Lego City, Lego Technic and Lego Friends to build a child's dream this Christmas. In the spirit of giving, shoppers can look out for promotions of some of these sets as well as gifts with purchases at the Lego certified stores like SM North Edsa Annex until Dec. 31 as well as Robinsons Mall Magnolia Atrium from Dec. 12 to 23.'This Christmas, we are keen to enable children in the Philippines to build a playful holiday together with their families as we take pride in the open-ended play offered by our top sets that meet their desire to have creative and infinite ways to build and rebuild,' The Lego Group Southeast Asia Marketing Director Rohan Mathur said.