The LEGO Group Strengthens Commitment in Indonesia with Bold Expansion Plans
- Opens flagship store in Indonesia, marking the largest store in
Indonesia and Southeast Asia, and fourth largest in Asia Pacific - Aiming to open 6 more LEGO stores in Indonesia by 2024, increasing
footprint to more than 25 stores across 7 cities in Indonesia - Pledges USD$1 million to support children development in Indonesia
- Establishes local office and leadership, reinforcing deepened
commitment to the market
The LEGO Group today announced significant strides in Indonesia, reinforcing its steadfast commitment to the market. Building upon the Group’s existing investments and contributions to Indonesia’s retail infrastructure and manufacturing, these initiatives underscore the LEGO Group’s dedication to growth, innovation, and social responsibility, aligning with its broader ambitions for the Asia Pacific region.
Claus Kristensen, Senior Vice President of Asia Pacific shares, “Today marks a pivotal moment in our journey of spreading joy and creativity across Indonesia. Our profound commitment to this dynamic market is evident, as we unveil our largest store yet, alongside a pledge to invest in children’s well-being and bolster our local presence. With these endeavours, we aim to extend the magic of LEGO play to more children, nurturing the future builders of tomorrow.”
Unveiling Southeast Asia’s Largest LEGO Store
The LEGO Group is thrilled to open its largest flagship store in the heart of Jakarta, Indonesia, marking the. Largest in Southeast Asia and the fourth largest in Asia Pacific.
Spanning 365 square metres, the newest store will house Southeast Asia’s first-of-its-kind LEGO® Minifigure Factory. The store also features customised 3D LEGO brick models of iconic Indonesian landmarks, such as the National Monument and the iconic Jakarta Bus, as well as a captivating LEGO mosaic wall.
The latest addition bolsters the Group’s existing retail network in Indonesia, which currently includes 20 brick-and-mortar locations and four official online e-commerce stores. By the end of 2024, the Group plans to expand to 26 stores across seven cities, fostering increased access to LEGO play, and creating new employment opportunities through retail partnerships.
Investing in Indonesia’s Future – US$1 million for Children’s Development
With children making up close to a quarter of the Indonesian population, the company has pledged over USD$1 million to support initiatives seeking to enable greater access to Learning Through Play experiences and champion children’s rights to play and learn, which are in alignment with Indonesia’s social development agenda as well as the recently endorsed, Indonesia-supported UN International Day of Play. This includes amplifying children’s voices on key sustainability topics, and empowering children with skills to enhance their well-being in the digital space.
Through Learning Through Play social impact programmes, the LEGO Group has benefited over 17,450 children across 100 schools in Indonesia as of February 2024. The programmes, conducted in partnership with local and global organisations, aim to strengthen educational outcomes and enhance the well-being of underserved children. In fact, the company has recently hosted a hands-on workshop with 100 children from SOS Children Village to foster creativity and imagination.
Boosting Investment and Local Presence to Unlock Market Potential
Continuing Indonesia’s pivotal role in its supply chain, the LEGO Group is also intensifying efforts to expand its reach and impact. As part of their deepened commitment to the market, the LEGO Group has recently appointed Cedric Roose as General Manager of India & Emerging Asia (IEA). With 15 years of experience, Cedric will lead the newly established office in Indonesia, leveraging his strong track record to propel the LEGO Group towards sustainable commercial growth and expanded market presence.