INDIA. Mumbai Duty Free has partnered with the LEGO Group to open a new store at Mumbai Chhatrapati Shivaji Maharaj International Airport.
The shop-in-shop in departures features over 300 SKUs – ranging from LEGO DUPLO for pre-school children to reality-based LEGO City and Friends and LEGO Technic vehicles – and includes giveaways on a minimum spend of INR3,000 (US$40).
It is the first LEGO branded shop-in-shop in the Indian subcontinent. Mumbai Duty Free said its early success has prompted plans to extend the LEGO concept to other airports.
Mumbai Duty Free CEO PK Thimmayya said: “Identifying a great opportunity in the toys & experiences category, partnering with the iconic LEGO brand was a natural progression for us and we are extremely excited about this launch.
“I am sure that our customers will appreciate our constant work in bettering their shopping experience at Mumbai Duty Free.”
The LEGO Group Senior Key Account Manager APAC Pietro Giraudo commented: “We are truly excited to see our first airport shop-in-shop concept developed in India together with Mumbai Duty Free, which will enable us to reach more children and delight travellers.
“We are confident that this is only the first step and are very much looking forward to expand our presence in the country together with our partner.”
| The LEGO Group is a privately held company based in Billund, Denmark. The company is still owned by the Kirk Kristiansen family who founded it in 1932. Based on its iconic lego brick, the Group is one of the world’s leading manufacturers of play materials.
It takes its name from the abbreviation of the two Danish words ‘leg godt’, meaning play well. The LEGO play experience enables learning through play by encouraging children to reason systematically and think creatively. Its System in Play allows children to build anything they can imagine – over and over again. |
