LEGO has opened its first retail destination – and an online platform – in Saudi Arabia; a new 157sqm store housed in the Red Sea Mall in Jeddah. The store will be operated by the local franchisee, Kamal Osman Jamjoom Group.
The new site will feature the latest launches and exclusive sets from LEGO, as well as provide children and customers with the in-store experiences that LEGO stores have become recognised for the world over. As part of this, LEGO has commissioned a large-scale 3D model of a traditional Saudi family that will be positioned in the store as well as a mosaic of Jeddah’s iconic Old Souk.
Other concepts include a modular bookshop, Manchester United Stadium, the international space station, Fiat 500, Pirates of Barracuda Bay, Fairground Haunted House and Lamborghini.
“We are excited to add another blue-chip international brand to our portfolio that shares our values in promoting child development through play and fun,” said Hisham Al Amoudi, group CEO of Kamal Osman Jamjoon Group.
“We are glad that we are now able to provide parents in KSA the opportunity to experience LEGO and use it to inspire creativity and encourage learning at home. It is hoped that the launch of our online shopping channel will create a 360-degree customer experience and despite these difficult times, we are pleased to partner with LEGO because we believe in the brand and look forward to this successful partnership.”
The first LEGO stores in the GCC opened in 2015 in Yas Mall, Abu Dhabi, followed by three in Dubai. Two more were opened in Kuwait in the same year, operated by Majid Al Futtaim. In February last year, the iconic brand opened a new business unit headquarters for the Middle East and Africa in Dubai.
“We are thrilled to open the first LEGO store in the Kingdom of Saudi Arabia and to bring the LEGO play experience to even more families in the region,” said Jeroen Beijer, general manager LEGO for Middle East & Africa. “We hope this new store will reach many more children of all ages with creative LEGO play, inspiring their imagination and helping them to learn through play.”