Lego Unveils SEA's First Minifigure Factory
By growing the network of its stores across the country, the group will give more children an opportunity to access LEGO play and enjoy fantastic brand experiences.
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The LEGO Group has opened Southeast Asia’s largest LEGO store in Senayan City Mall, Jakarta, featuring unique experiences, including Southeast Asia’s first LEGO Minifigure Factory and custom 3D LEGO models.
The 365-square metre store is one of the key parts of LEGO’s strategy to expand its presence in Indonesia. It also showcases a mosaic wall of the Selamat Datang Monument made with 21,562 LEGO bricks.
Claus Kristensen, Senior Vice President of Asia Pacific at LEGO Group, said, “We see potential in this dynamic, growing market and are looking forward to strengthening our presence, reaching more children, and inspiring the builders of tomorrow. We have been present in Indonesia for over 10 years through distribution and manufacturing partners and appreciate the strong support shown for our brand and our business.”
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The LEGO Group, alongside the LEGO Foundation, has also committed $1m over three years to initiatives supporting children’s learning through play, aiming to help children develop vital skills like creativity, communication, and problem-solving.
“By growing the network of LEGO stores across the country we will give more children an opportunity to access LEGO play and enjoy fantastic brand experiences while providing local employment opportunities through our retail partners,” added Kristensen.
Six new stores are set to open in 2024, bringing the total to 26 across nine cities in Indonesia. Over 300 other retailers will continue to sell LEGO products.
