Lego opens exclusive e-commerce store in Saudi Arabia

Lego has opened its first certified retail store, as well as an online store, in Saudi Arabia. The 157sqm store is housed at the Red Sea Mall in Jeddah and will be operated by local franchisee Kamal Osman Jamjoom Group.

The store will feature the latest toy launches and exclusive sets from Lego while providing play spaces. The store 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. Other concepts include a modular bookshop, Manchester United Stadium, the international space station, Fiat 500, Pirates of Barracuda Bay, Fairground Haunted House and Lamborghini.

“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,” said Hisham Al Amoudi, group CEO of Kamal Osman Jamjoom Group.

“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,” he added.

The first Lego stores in the GCC opened in 2015 in Yas Mall, Abu Dhabi, followed by three in Dubai. Two more were opened in Kuwait in the same year, operated by Majid Al Futtaim. In February last year, the iconic brand opened a new business unit headquarters for the Middle East and Africa in Dubai.