In partnership with Kamal Osman Jamjoom (KOJ) Group, LEGO has opened its first certified retail store in the Kingdom of Saudi Arabia.

The new store is spread across 1,690sq ft and has been built as 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.

“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. 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, KOJ Group.

“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,” added 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.”