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Lego Group Opens Largest Southeast Asia Store

The company is accelerating its expansion plans in Indonesia, opening Southeast Asia’s largest Lego store in Jakarta, one of six stores slated to open in the country this year.

The 365sq m shop is located inside Senayan City Mall and is home to the region’s first Lego Minifigure Factory, which allows customers to customise their Lego minifigures. The store also features 3D Lego brick models of Indonesian landmarks, including the National Monument, the Jakarta Bus and the Selamat Datang Monument.

“We see potential in this dynamic, growing market,” said Claus Kristensen, Lego Group’s Senior VP of Asia Pacific. “We have been present in Indonesia for more than 10 years through distribution and manufacturing partners and appreciate the strong support shown for our brand and our business. We look forward to continuing to collaborate with local partners as we further build our presence.”

Besides the opening of six new stores and a new Jakarta-based office, the company has pledged to donate US$1M over three years to support children’s development as part of its efforts to strengthen its presence in Indonesia.

The expansion plan will take the company’s store number in the country to 26, in addition to 300 other points of sale through local partners.