Replace Lego, Mir Kubikov Will Operate 65 Shops In 20 Russian City

Illustration. (Unsplash/@xavi_cabrira)

JAKARTA - The multi-warna toy that has piled up on the shelves of Russian stores may look familiar. However, the logo of the bright red and yellow Lego store has been lost, replaced by Mir Kubikon, or the World of Cubes.

The Russian retail group IRG (The Investive Retail Group) has unveiled plans for 65 new stores in 20 cities, to replace formerly run by Danish toy maker Lego, who left the country after the Kremlin invasion of Ukraine in February.

This isn't the first company to give birth from old name to new name, since a series of well-known Western brands closed their Russian operations due to conflict.

The former McDonald's restaurant reopened as Vkusno & tochka in June, while the new owner of Starbucks coffee shop chose to change its name to Stars Coffee.

Lego said in July that his party had terminated the contract with IRG franchise holders who owned and operated 81 stores in his name.

The IRG (Inventive Retail Group) said on Thursday its new store would officially sell brick Lego "buy through parallel imports and other suppliers" alongside other toys.

"The new chain will appear replacing certified Lego stores. Legos will remain on the brand list," the IRG said in a statement.

Toko-toko World of Cubes sudah mulai dibuka, dan chain penuhnya akan beroperasi pada akhir Oktober, kata IRG.

Inventive Retail Group will begin recharging store shelves with new brands in November 2022. The company does not exclude the launch of its own brand-branded product series in the future, the statement said, citing TASS.

Meanwhile, Lego said it was no longer affiliated with the IRG, not sending products to Russia since March 2022 and did not support or facilitate the sale of Lego products to Russia.

"We have taken steps to increase visibility and control over any potential resale activity by our customers outside Russia, including adding additional clauses to retailer contracts," Lego said in a statement on Friday.

Western brands have been in droves since Russia sent troops to Ukraine on February 24, in what Moscow calls a "special military operation".

The Investive Retail Group itself is a group of companies operating retail and online stores, as well as sales of corporate and distribution of consumer products from world-leading brands, including re:Store, which specializes in Apple products.