INDONESIA. The Lego Group has opened its largest store in Southeast Asia at the Senayan City shopping mall in Jakarta. This is part of the company’s ongoing efforts to expand its presence in Indonesia and strengthen its domestic and travel retail presence in Asia.
As reported, the Danish company recently appointed two General Managers to its Asia Pacific leadership team for business units of Singapore, Malaysia and Travel Retail (SMTR), and India & Emerging Asia (IEA). Nina Patricia Da Costa took on the SMTR role, while Cedric Roose assumed the latter.
Lego Group Senior Vice President Asia Pacific Claus Kristensen commented: “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.”
In Indonesia, the company is donating US$1 million to support children’s development, opening five additional stores and a new service office in Jakarta to support its local business.
Kristensen continued: “We have been present in Indonesia for over ten years through distribution and manufacturing partners and appreciate the strong support shown for our brand and business.
“We look forward to continuing to collaborate with local partners as we further build our presence.”
Powering Southeast Asia expansion
The 365sq m store in Senayan City offers immersive Lego experiences, including Southeast Asia’s first Lego Minifigure Factory where shoppers can customise Lego minifigures.
The store also features three-dimensional Lego brick models of popular Indonesian icons such as the National Monument and the Jakarta bus, as well as a 3m-tall mosaic wall of the historical Selamat Datang Monument made with 21,562 Lego bricks.
This store is one of six set to open this year, bringing the total number of Lego stores in Indonesia to 26 across nine cities. Additionally, Lego products are available at 300 other retailers, including toy stores, department stores and official online shops.
Kristensen said: “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.”
Supporting play-based learning
Lego Group, together with the Lego Foundation, has pledged to donate US$1 million over three years to support initiatives designed to provide children and caregivers greater access to Learning Through Play.
The company emphasised: “Research shows that play helps children develop lifelong skills. About 90% of parents globally say play helps their children develop vital life skills such as creativity (93%), communication (92%), problem-solving (92%) and confidence (91%).”
The benefits of Learning Through Play are recognised as a key element of children’s education by the Indonesian government, which also supported the recent United Nations resolution to create an International Day of Play.
Lego’s donation will support organisations such as SOS Children’s Villages, Save the Children Indonesia, Plan International Indonesia and Ludere Nusantara. It aims to bring Learning Through Play activities to underserved children to strengthen educational outcomes and enhance their wellbeing.
These partnerships have enabled Lego Group to reach more than 17,450 children across 100 schools in the past 13 months through different initiatives.
This includes Individual Development Plans with SOS Children’s Villages; the Play Unstoppable initiative with Save the Children Indonesia; supporting inclusive education in ten schools with Plan Indonesia; and a training programme aiding over 90 teachers with Ludere Nusantara. 
