Retail in Asia


Lego expands into Indonesia with new store

Danish toy manufacturer Lego Group is expanding its presence in Indonesia with the opening of Southeast Asia’s largest Lego Store in Jakarta.

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This move is part of the company’s strategy to strengthen its foothold in the Indonesian market.

Alongside the new store, the Lego Group has made several commitments, including the opening of five additional Lego stores across the country in 2024, bringing the total number of stores to 26 across nine cities.

Moreover, the company has pledged a generous donation of USD1 million, in collaboration with the Lego Foundation, to support children’s development in Indonesia. The donation will benefit organisations such as SOS Children Village, Save the Children Indonesia, Plan Indonesia, and Ludere Nusantara Gemilang.

Claus Kristensen, senior vice president, Lego Group APAC. Source: Lego Group

Claus Kristensen, the Lego Group’s senior vice president of Asia Pacific, expressed his enthusiasm for the company’s expansion in Indonesia.

“Today marks an exciting milestone in our journey to bring joy and creativity to children across Indonesia. 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,” Kristensen said.

The new Lego Indonesia store in Senayan City Mall, Jakarta, covers 365 square metres and offers visitors unique and immersive experiences such as Southeast Asia’s first Lego Minifigure Factory, which allows shoppers to create custom-designed Lego mini-figures.

Source: Lego Group

The store also showcases one-of-a-kind 3D Lego brick models representing iconic Indonesian landmarks, including the National Monument and the Jakarta Bus.

A three-metre-tall mosaic wall, constructed from 21,562 Lego bricks, depicts the historical Selamat Datang Monument.

The opening of this store is part of the Lego Group’s ambitious plan to expand its retail network in Indonesia.

By the end of 2024, the company aims to establish a total of six new stores, bringing the nationwide count to 26 stores across nine cities.

In addition to brand-owned stores, the company’s products are available at around 300 other retail outlets, including toy stores, department stores, and official online shops.

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The Lego Group recently announced the appointment of two new general managers, Cedric Roose and Nina Patricia Da Costa, to its Asia Pacific (APAC) leadership team. The new appointees will lead Lego’s recently formed business units in Singapore, Malaysia, and Travel Retail (SMTR), as well as India & Emerging Asia (IEA), signalling a strategic move to expand its presence and drive growth in the region.