The seventh Lego-certified store in the Philippines opened on April 22, 2017 at the Abreeza Ayala Mall offering more and exclusive merchandise of the famous toy brand to Dabawenyos. The Lego Store in Davao City is the second store in Mindanao, the first being in Cagayan de Oro City, which opened last April 1. “We know that Lego is a very popular brand and we want to bring it closer to all our fans, collectors, families, and kids.
We want to also give them the full Lego experience,” said Sharlene Ortiga, LAJ Marketing Retail Manager, at the sidelines of the store’s opening. LAJ Marketing Philippines is the exclusive distributor for Lego merchandise in the Philippines. Ortiga said Lego Store Abreeza features exclusive items that are not available in other stores. “This store is fully designed and authorized by Lego for us to operate with their complete package and guidelines,” Ortiga said.
The store features the Pick-a-Brick Wall, a custom-built fixture filled with Lego bricks and elements where shoppers can hand-pick and select pieces they need. It also offers exclusive Lego sets available like the Doctor Who and Big Bang Theory sets. At present there are seven Lego-certified stores in country, Park Triangle in Taguig, which is also the first Lego-certified store in the Philippines; Alabang Town Center in Muntinlupa; Trinoma and UP Town Center in Quezon City; The 30th in Pasig City; Abreeza Ayala Mall in Davao City; and Centrio in Cagayan de Oro City.
At present, Ortiga said they are just looking into having two stores in Mindanao. However, she said they are eyeing to have another provincial store by the end of this year but she did not disclose yet where this store will be. She also said they are still studying the possibility of putting up a Lego-certified store in the Visayas. “For the Visayas we already have other channels where we are distributing Lego but here in Mindanao there are only a few so we decided to open a complete Lego Store here to serve the needs of our Lego customers,” Ortiga said.