There was no immediate indication of the cause of the fire, according to Reuters.

According to RIA Novosti, the fire might have started from a children's trampoline entertainment room where one of the kids allegedly lit up a lighter.

Television pictures showed people jumping from the windows of the mall, which was engulfed in black smoke.

Kemerovo is a coal-producing region some 3,600 km (2,200 miles) east of Moscow.

According to some reports, 69 people have gone missing, with 40 children among them.