While the many across the world are making plans to hit Russia soon to enjoy the World Cup,  the country has been thrown into deep mourning with at least 37 people reportedly dead in a fire that ravaged through a shopping centre in the Siberian city of Kemerovo.

A Russian state news agency is reporting that the death toll in a shopping center fire in a Siberian city has risen to 37 people and 69 others are missing, many of them children.

The Tass agency quoted firefighters as saying that 40 of the missing at the Winter Cherry mall in Kemerovo are children.

The report also says that an additional 43 people have been injured in the blaze.

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Video posted on social media showed people jumping from windows to escape the flames on Sunday.

Smoke billowed from windows as fire crews worked to evacuate the property.

Kemerovo, a key coal-producing area, lies about 3,600km (2,200 miles) east of Moscow

Emergency services managed to evacuate about 100 people from the building and rescued another 20, Tass news agency said.

The cause of the blaze is not yet known but authorities have launched an investigation.

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