Playtime for Saudi LEGO fans as new store opens in Jeddah

Playtime for Saudi LEGO fans as new store opens in Jeddah
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Updated 10 August 2020

Playtime for Saudi LEGO fans as new store opens in Jeddah

Playtime for Saudi LEGO fans as new store opens in Jeddah

DUBAI: Following LEGO’s first Saudi store opening in Jeddah and the launch of its new Super Mario collection, we catch up with Urszula Bieganska, head of marketing, LEGO MEA.

Q: Tell us about the partnership with Nintendo and Super Mario.

A: It is a really exciting partnership for us; we have been working with Nintendo on launching Super Mario for quite a few years. The objective for both companies was to develop something of amazing quality, which is why we took our time working on the project.

Q: Where is it available and when is it launching?

A: It has already launched in Japan, and Aug. 1 was the global launch, although it has been available for pre-order prior to that date.

Q: Tell us about your new store in Jeddah.

A: We just opened the first Lego store at the Red Sea Mall in Jeddah and have launched the online store as well, which is going to carry all LEGO products available globally. For the first time ever, we actually have all the products available in Saudi Arabia.

Q: Why did you choose to open your first Saudi store at this time?

A: We were considering this for a long time, but we were also looking for the right partner to do it with. It’s a franchise model in partnership with the Kamal Osman Jamjoom Group. Once we established a relationship with this company, we were finally able to bring proper Lego stores to Saudi Arabia, which we’re incredibly excited about.

We opened the physical and online stores on the same day just to make sure that we catered to consumers’ different needs. Not everyone feels confident enough to go and shop in-store yet. Saudi Arabia is a huge country, and the physical store is only in Jeddah, so we wanted to invest in the e-commerce store to make sure we’re able to reach everyone.

Q: Do you have plans with any other Nintendo brands, such as Pokémon? 

A: That’s not something I’m able to talk about right now. We are focusing on Super Mario at the moment, but this is not just a one-year thing for us; it’s a long-term partnership with Nintendo. Also, it’s not limited to just one product. We have the starter set and a whole range of products through which fans can build their own Mario world. It also comes with an app that is free of charge and that you can download on your device to have an integrated experience. So, there are a lot of features that I think users will spend a long time exploring.

Q: What has the reception been like? There are a lot of adult fans too, for whom Super Mario could potentially have nostalgic value.

A: The interest has been quite overwhelming, and adults indeed make up a big part of the consumer base. There’s a lot of nostalgic sentiment.

Q: Can you describe your advertising and marketing strategy here in the Middle East and Africa region?

A: There’s so much excitement from fans surrounding this product, which has generated a lot of virality. This is positive especially right now when people are, to a large extent, operating in the home environment and are looking for different activities to stay occupied and entertained. So, through our campaign, we talked to both adult fans and parents because Super Mario is something that parents can relate to, and it’s exciting for kids as well.

Q: Did the pandemic and resulting lockdown affect your marketing activities?

A: We focused on the product reveal in different stages and started teasers as early as April-May 2020. We had to change our plans quite a bit! We had previously had a lot of event-focused advertising, and we wanted to have a big reveal where we would invite media and influencers in different global locations. But, due to the outbreak of the pandemic, we had to change our approach and strategy, which also put to the test the agility of our organization. We had to adopt a more virtual approach, so we sent over some sets for the biggest fans ahead of the launch. We also focused on social media advertising. But in the month of July, we actually pulled back a lot from investing in social media due to concerns regarding the safety of those platforms. We are posting organically, but we do not invest in promotion, and that will be the case for the foreseeable future until we conclude the conversations with these platforms.

Q: Did the pause in social media advertising negatively impact the campaign?

A: At the moment, no. To be honest, because we had already generated that interest and buzz, people kept coming back and checking in. Also, we benefited a lot from the fact that there is a great deal of excitement surrounding the two brands.


Cannes Lions completes jury presidents’ lineup for 2021

Cannes Lions completes jury presidents’ lineup for 2021
Updated 23 January 2021

Cannes Lions completes jury presidents’ lineup for 2021

Cannes Lions completes jury presidents’ lineup for 2021
  • “We know that after the postponement of last year’s awards, our jury presidents are eager to get going,” said Philip Thomas
  • This year, the jury president lineup is comprised of 57 percent women — the highest in the awards’ history

DUBAI: International advertising awards festival Cannes Lions has confirmed its jury president lineup for the awards scheduled to take place in June 2021.
Bozoma Saint John, global chief marketing officer at Netflix; Merlee Jayme, global president at Dentsu Mcgarrybowen; and Geoff Northcott, managing partner and chief experience officer at AKQA, complete the full line-up and join the jury presidents initially appointed for the 2020 awards.
“We know that after the postponement of last year’s awards, our jury presidents are eager to get going,” said Philip Thomas, chairman, Lions. “They will be leading juries in a unique year, awarding Lions for both 2020 and 2021 — no small job but one that will provide a crucial reflection and insight into the industry’s recent unprecedented journey.”
This year, the jury president lineup is comprised of 57 percent women — the highest in the awards’ history.
One of them, Susan Credle, global chief creative officer, FCB, who is this year’s president of the titanium jury, said: “Advertising at its creative best is one of the most powerful economic-driving, business problem-solving, culture-changing agents in the world. By celebrating the work at the Cannes lions festival, we are reminded of our potential and inspired to live into it.”
Judging will take place during the festival in June. The hope is for the judges to be physically present together but if they are unable to do so, the festival has created a remote judging experience, which was implemented at its regional awards. “It (the judging process) is a crucial part of all of our Lions awards; a human experience but also a rigorous and robust process,” said Simon Cook, managing director, Lions.
Cannes Lions is scheduled to take place from June 21-25, 2021, and will incorporate the awarding of both the 2020 and 2021 Lions.
The full list of jury presidents for 2021 is:
Titanium Lions: Susan Credle, global chief creative officer, FCB, Global
Design Lions: Pum Lefebure, chief creative officer, Design Army, US
Film Lions: Richard Brim, chief creative officer, adam&eveDDB, UK
Mobile Lions: Andrew Keller, VP, global creative director, Facebook
Outdoor Lions: Luiz Sanches, chairman, chief creative officer & partner, AlmapBBDO, Brazil
Print & Publishing Lions: Liz Taylor, global chief creative officer, Leo Burnett, and worldwide chief creative officer, Publicis Communications NA
Radio & Audio Lions: Merlee Jayme, global president, dentsu mcgarrybowen and chairman Dentsu Jayme Syfu
Digital Craft Lions: Jax Ostle-Evans, managing director, Stink Studios, UK
Film Craft Lions: Kerstin Emhoff, president, PRETTYBIRD, US
Industry Craft Lions: Jayanta Jenkins, EVP, head of marketing, Disney+, global
Entertainment Lions: Jae Goodman, CEO, Observatory (A Stagwell and CAA Company), global
Entertainment Lions for Music: Wyclef Jean, president and chief strategy officer, Carnival World Music Group, US
Entertainment Lions for Sport: Ben Hartman, chief client officer, International, Octagon
Brand Experience & Activation Lions: Vicki Maguire, chief creative officer, Havas, UK
Creative Business Transformation Lions: Geoff Northcott, global chief experience officer & managing partner, EMEA, AKQA
Creative eCommerce Lions: Tiffany Rolfe, global chief creative officer, R/GA
Glass: The Lion for Change: Bozoma Saint John, global chief marketing officer, Netflix
Sustainable Development Goals Lions: Eduardo Maruri, VP global creative board & president/CEO Europe, Grey worldwide
Health & Wellness Lions: Tom Richards, global chief creative officer, 21GRAMS
Pharma Lions: Anne de Schweinitz, global managing director, Healthcare, FleishmanHillard
Innovation Lions: Claudia Cristovao, head of Google Brand Studio, APAC
Creative Effectiveness Lions: Ann Mukherjee, chairman and CEO, Pernod Ricard NA, US
Creative Data Lions: Maurice Riley, chief data officer, Digitas, Australia & New Zealand
Creative Strategy Lions: Suzanne Powers, global chief strategy officer, McCann Worldgroup
Direct Lions: Reed Collins, chief creative officer, Ogilvy, Asia
Media Lions: Philippa Brown, worldwide CEO, PHD
PR Lions: Gail Heimann, president & CEO, Weber Shandwick
Social & Influencer Lions: Debbi Vandeven, global chief creative officer, VMLY&R