LEGO (Denmark) Opens its First Certified Retail Store in the Kingdom of Saudi Arabia

LEGO opens 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 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.” Says 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,” 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.”

About the LEGO Group

The LEGO Group’s mission is to inspire and develop the builders of tomorrow through the power of play. The LEGO System in Play, with its foundation in LEGO bricks, allows children and fans to build and rebuild anything they can imagine. The LEGO Group was founded in Billund, Denmark in 1932 by Ole Kirk Kristiansen, its name derived from the two Danish words LEg GOdt, which mean “Play Well”.

Today, the LEGO Group remains a family-owned company headquartered in Billund. However, its products are now sold in more than 140 countries worldwide.

About Kamal Osman Jamjoom Group LLC Group

Established in 1987, the Kamal Osman Jamjoom Group started its business operations with one of the earliest The Body Shop franchises in Jeddah, KSA. Since then, the Group has evolved to become a leading independent brand owner as well as a trusted long-term franchise partner.

Our mission is to build a successful leading retail business that improves the quality of life through the creation of meaningful jobs in our communities that challenge people to grow in an ethical and fair environment, whilst having fun.