Toy market news

LEGO continues Saudi Arabia expansion with new LEGO Store at Mall of Dhahran

The LEGO Group has opened its fifth official store in Saudi Arabia, having cut the ribbon on its new location within the Mall of Dhahran earlier this month, bringing LEGO fans a new 149sqm interactive retail space for families and kids.

The new store welcomes visitors with a one-of-a-kind large-scale 3D mosaic of the map of Saudi Arabia, made up of 175,991 LEGO bricks and the result of 584 hours of work put together by a dedicated team of five LEGO builders.

Encouraging children to explore their creative potential, the store also features interactive stations where children and their families can play and engage with hands-on, fluid play experiences. These include a Digital box, an augmented reality screen that shows 3D models of LEGO sets when rotated as well as a Minifigure scanner, an interactive digital screen where visitors can customize their LEGO Minifigure and use it to build at the Build a Mini station.