First LEGO Store opens in Saudi Arabia

As the LEGO Group continues to expand into new and growing markets, a brand store and online platform have launched in Saudi Arabia.

Saudi Arabia is now home to its first LEGO Store, with the 157sqm shop located in Red Sea Mall in Jeddah. Toy News reports that Kamal Osman Jamjoom Group will operate the stores in the country as a franchise.

As is typical for the official stores, there are interactive elements, display models and a broad range of LEGO sets. Especially for this location, the LEGO Group has commissioned two models – a large-scale 3D model of a Saudi family and Jeddah’s iconic Old Souk as a mosaic.

“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,” says 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 store opening means that Saudi Arabia now follows Abu Dhabi, Dubai and Kuwait in offering official LEGO shopping destinations.

“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,” says 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.”

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Graham was the Editor up until November 2020. He has plenty of experience working on LEGO related projects. He has contributed to various websites and publications on topics including niche hobbies, the toy industry and education. Follw Graham on Twitter @grahamh100.

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