LEGO Group opens SEA’s largest LEGO store in Jakarta

The new store spans 365 square meters.

The LEGO Group has opened Southeast Asia's largest LEGO store in Senayan City Mall, Jakarta. 

The 365-square metre store is one of the key parts of LEGO's strategy to expand its presence in 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,” said Claus Kristensen, senior vice president of Asia Pacific at LEGO Group.

“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,” he added.

The store features unique experiences such as Southeast Asia’s first LEGO Minifigure Factory, custom 3D LEGO models of Indonesian landmarks, and a mosaic wall of the Selamat Datang Monument made with 21,562 LEGO bricks.

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.

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,” said Kristensen.