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LEGO® Opens Its Flagship Store In Malaysia

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The LEGO® name has been synonymous with toys for decades and its humble LEGO® brick has come a long way since it was first created in the late 1940s. Today, LEGO® is a global brand with an extensive selection of toys, which can be found in toy and department stores all over the world, as well as theme parks and numerous stores all over the world.

Malaysia joined the list of countries with LEGO® stores in January 2014 with the opening of the country’s first LEGO® Store in Bangsar Village II, Kuala Lumpur. It now celebrates the opening of the latest retail outlet, the flagship store at Pavilion Elite.

The LEGO® Store Pavilion Elite is the seventh LEGO® Store in the country and is located on the sixth floor of the Pavilion Elite shopping mall at Jalan Bukit Bintang. It is owned by ALJ Distributors (Malaysia) Sdn Bhd.

The grand opening of LEGO® Store Pavilion Elite held this afternoon saw the Danish ambassador to Malaysia, Nicolai Ruge, gracing the event and performing the ribbon-cutting ceremony. The ambassador was joined by LEGO Trading (Malaysia)’s Acting Country Manager, Leslie Falvey, and Senior Marketing Manager, Jacob Leighton Rennison; ALJ Distributors (Malaysia) Sdn Bhd Managing Director, Mr Tan Lian Ann; and Pavilion Kuala Lumpur’s CEO of Retail, Dato Joyce Yap.

Ruge then toured the store before joining 20 children from the Lighthouse Children Welfare Home Kuala Lumpur to work on assembling LEGO® Monthly Build sets. Lighthouse Children Welfare Home provides shelter for underprivileged, physically or sexually abused children, as well as those from families suffering from alcohol and drug problems.

“LEGO® has been a global household name for generations, taking creative play to new heights year after year. The brand has and continues to come up with interesting products for all ages, where what can be built is limited only by one’s imagination. At ALJ Distributors, we believe in continuously improving our consumers’ experiences with the products we offer. We are thankful to LEGO® Trading Malaysia and Pavilion Elite for collaborating with us on this latest venture to provide consumers with a new shopping experience,” said Tan. “Together, we look forward to continue bringing high-quality LEGO® play experiences, not just to children but to adult fans and LEGO® enthusiasts.”

“LEGO® creates with the aim of inspiring and developing the builders of tomorrow. We are commited to keeping close contact with our consumers and fans everywhere and we hope that this latest flagship store will allow us to further interact with our consumers as we bring them more fun and creative play opportunities,” added Falvey.

The 278.7 sq m (3,000 sq ft) LEGO® Store has been designed with the aim of providing an interactive and vibrant shopping experience. Aside from showcasing innovative displays alongside its wide selection of products, the LEGO® Store invites visitors to interact with LEGO® Play experiences, from building personalised LEGO® minifigures to selecting specific bricks from the Pick-A-Brick wall.

The LEGO® Store will feature an assortment of products under one roof. These include staples such as LEGO® CITY, LEGO® NINJAGO, LEGO® Technic, LEGO® Friends and LEGO® Creator, as well as the latest LEGO® NEXO KNIGHTS™ which comes with high tech features and twists and merges live action with digital gameplay.

The flagship store also offers LEGO® Exclusives normally sold only at LEGOShop.com or in LEGO® Stores in the United States and Europe. LEGO® enthusiasts and hobbyists in Malaysia will be able to get their hands on exclusive sets such as LEGO® Creator Expert, LEGO® Star Wars™ Exclusive and the LEGO® Architecture range.

The LEGO® Store Pavilion Elite is located at 6.102, 6th Floor, Pavilion Elite and is open every day from 10am to 10pm. For more information on the LEGO® Store, please call +603-2110 3377 or visit www.brickmagic.asia.

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