LEGO opened its first certified retail store in the Kingdom of Saudi Arabia. The new store is situated in Red Sea Mall, conveniently located in the northern suburb of Jeddah. The iconic brand will bring the joy of play to children and their families with the latest toy launches and exclusive sets from LEGO while providing entertaining LEGO experiences through innovative store design and immersive play experiences. The new expansive space spans 157sqm in size and will be a creative hub for the LEGO community. LEGO fans of all ages are encouraged to explore their creativity through play. The retail store aims to create a strong connection with local culture and tradition and 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. Encouraging children to explore their creative potential, the store will have interactive stations where children and their families can play and engage with hands-on, fluid play experiences. The store will showcase a variety of unique features, including exclusives such as Modular bookshop, Manchester United Stadium, International Space Station, Fiat 500, Pirates of Barracuda Bay, Fairground Haunted House and Lamborghini. In line with the official store opening, the launch of the LEGO e-commerce website www.lego.saudiblocks.com has also been unveiled. Offering customers the best possible online shopping experience that is specially tailored to the brand's multichannel shopper to enhance customer experience both in store and online. The store opening is in partnership with trusted, long-term franchise partner Kamal Osman Jamjoom Group LLC. "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. 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," said Hisham Al Amoudi, group CEO of Kamal Osman Jamjoom Group LLC. "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." — SG
