Children, families, and fans of all ages in Jeddah are now able to enjoy the unique LEGO® brand experience in the first LEGO flagship store in Saudi Arabia that opened in the Red Sea Mall in northern Jeddah.

The 157-square-meter flagship store offers an immersive and playful LEGO brand experience for shoppers. The first LEGO store in Saudi Arabia aims to create a connection with local culture and tradition.  A large-scale 3D model of a traditional Saudi family welcomes visitors to the store. The store features a mosaic of Jeddah’s iconic Old Souk.

The store will also have interactive stations for children and their families to play and engage as well as 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, according to the Gulf Business.

Based on the iconic LEGO® brick, the LEGO Group is one of the world’s leading manufacturers of play materials with headquarters in Billund, Denmark, and main offices in Enfield (USA), London (UK), Shanghai (China), and Singapore.

In February 2019, LEGO Group opened its newest Business Unit headquarters for the Middle East and Africa in Dubai, UAE. By opening Dubai office and first store in Saudi Arabia, LEGO continues to invest in further globalizing the company to help bring the LEGO play experience to more children all over the world. The potential of the region to the LEGO Group is clear – by 2028, it is estimated there will be 125 million children aged 0 to 14 years in the Middle East and North Africa region (MENA)*.

The LEGO Group has inspired and developed the builders of tomorrow through creative play for over 60 years. LEGO play helps young minds stay open, keep exploring and develop essential skills for the future, including confidence, creativity and communication. LEGO toys expand children’s capacity for inventiveness and imaginative ideas as they experience the unlimited possibilities of LEGO play – both physical and digital. The first brick made in 1958 is just as culturally relevant today as it was at its launch because it offers children the chance of constant discovery – the possibility to create something new every time.

*Source: The World Bank