LEGO continues Saudi Arabia expansion with new LEGO Store at Mall of Dhahran

The LEGO Group has opened its fifth official store in Saudi Arabia, having cut the ribbon on its new location within the Mall of Dhahran earlier this month, bringing LEGO fans a new 149sqm interactive retail space for families and kids.

The new store welcomes visitors with a one-of-a-kind large-scale 3D mosaic of the map of Saudi Arabia, made up of 175,991 LEGO bricks and the result of 584 hours of work put together by a dedicated team of five LEGO builders.

Encouraging children to explore their creative potential, the store also features interactive stations where children and their families can play and engage with hands-on, fluid play experiences. These include a Digital box, an augmented reality screen that shows 3D models of LEGO sets when rotated as well as a Minifigure scanner, an interactive digital screen where visitors can customize their LEGO Minifigure and use it to build at the Build a Mini station.

Hisham Al Hamoudi, Kamal Osman Jamjoom CEO, said: “Through our partnership with The LEGO Group, we continue to bring the LEGO experience to more parents and children across the Kingdom and I am thrilled to announce the opening of our very first LEGO Certified Store in the Eastern Province at the Mall of Dhahran. Families in and around Dhahran will now have access to exclusive and hard to find LEGO sets and the fun-filled shopping experience offered by LEGO Certified Stores.”

Jeroen Beijer, general manager LEGO Middle East and Africa, said: “I’m very excited about the opening of the LEGO Store in the Mall of Dhahran. Having a LEGO store in the Eastern province was high on our wish list and I’m excited that we will now be able to invite more Saudi children and families in Dammam, Dhahran and Khobar to experience the fun and learning through the LEGO Play.”

In addition to the LEGO Group’s wider collection, fans can also shop for exclusive sets on the LEGO e-commerce website http://www.lego.saudiblocks.com/

About Robert Hutchins

Robert Hutchins is the editor of ToyNews and its sister title, Licensing.biz. He has worked his way from Staff Writer to Editor across the two titles, having spent almost eight years with both and what now seems like a lifetime surrounded by toys. You can contact him by emailing robert.hutchins@biz-media.co.uk or calling him on 0203 143 8780 You can even follow him on Twitter @RobGHutchins if ranting is your thing...

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