LEGO opens first store in Middle East

The new store occupies 198 square meters of retail space in Abu Dhabi's Yas Mall.
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LEGO has launched its fist certified store in the Middle East.

Located in Abu Dhabi’s recently opened Yas Mall, the store was launched in partnership with Majid Al Futtaim Leisure and Entertainment.

Boasting 198 square metres, the new LEGO store offers the complete product range, inclusing standard product lines such as LEGO City, Star Wars, friends and more.

Doors were first opened on Thursday, November 27th.

“The store has proven to be very successful in its first days and the sales were unprecedented,” said Omar El Banna, marketing and sales director at MAF Leisure and Entertainment.

“The retail store is a great, unique concept and since everybody knows LEGO, they are aspiring to come and see it.”

Simon Stansfield Bast, MEA director at LEGO, told Gulf Business that the brand had taken its time to open its first store in the region.

“For us it is very important to do it right. Now that we have partnered up, I am getting more impatient to expand because I think this is a great example of what can be done and the very early results are extremely promising, much more compared to my expectations.”

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