A Russian equivalent of Lego will open in Yekaterinburg.

A Russian equivalent of Lego will open in Yekaterinburg.

      October 13, 2025

      A store of the Russian equivalent of Lego — "Rubrik" — will open in Yekaterinburg.

      Photo: from the "Rubrik" website

      A store of the domestic construction-toy brand "Rubrik", which is being called the Russian alternative to Lego, will open in the Greenwich shopping center. This was reported by the company's founder and CEO, Ainar Abdrakhmanov.

      According to Vedomosti, the manufacturer plans to open up to 100 stores by the end of 2026. The first retail outlets will appear in Moscow, Yekaterinburg and Ufa — a total of five stores will be launched by November 2025.

      Rubrik was registered in September 2023. Its goal is to create a full-fledged domestic alternative to the Danish construction toys that have left the Russian market.

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A Russian equivalent of Lego will open in Yekaterinburg. A Russian equivalent of Lego will open in Yekaterinburg.

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A Russian equivalent of Lego will open in Yekaterinburg.

A store of the Russian equivalent of Lego — "Rubrik" — will open in Yekaterinburg. The domestic construction-set brand "Rubrik", which has been called the Russian alternative to Lego, will open a shop in the Greenwich shopping center.