Toddler New Zealand triplets are among thirteen children and six adults killed in a fire at one of Qatar's most upmarket shopping malls.

NZ Prime Minister John Key has confirmed the dead two-year-olds were the children of expatriate workers in the Persian Gulf state. Mr Key said the children were in a nursery or crèche in the mall.

"It's a great tragedy," Mr Key said this morning, adding that consular staff were on the way from Saudia Arabia.

Thirteeen children dead ... smoke rises above the mall.

Thirteeen children dead ... smoke rises above the mall. Photo: AP

"The family are obviously dealing with terrible grief."

Four teachers and two emergency workers, believed to be firefighters, were also among the dead, the Qatari ministry said on its official Twitter page.

Four of the other dead children were Spanish, Spain's Foreign Ministry said, and a three-year-old French child was also killed, the deputy minister for overseas French citizens, Yamina Benguigui, said.

Nineteen dead ... family members of a victim react to the news.

Nineteen dead ... family members of a victim react to the news. Photo: AP

Many of the victims died as rescuers struggled to reach the childcare centre at the Villaggio mall in the capital Doha, the Minister of State for Interior Affairs, Sheik Abdullah bin Nasser Al Thani, said.

"We tried our best, but when we got there, the children were trapped inside," Sheik Abdullah told reporters in Doha.

"We are very sorry for what happened. We tried as much as we could to save these people.

Smoke rises above the shopping mall.

Smoke rises above the shopping mall. Photo: AFP

Another 17 people were injured, including four children, according to authorities.

Most of those hurt were rescuers responding to the blaze.

Witnesses earlier reported thick black smoke pouring from the ritzy mall about midday (local time) on Monday.

Amateur photos and videos posted online showed firefighters rescuing victims by climbing on the roof.

The Interior Ministry said the fire was extinguished hours later.

The cause of the fire is under investigation.

Sheik Abdullah said all buildings in the country abide by safety requirements, but a special committee will nonetheless be set up to monitor building safety standards, according to the ministry's Twitter feed.

The Villaggio opened in 2006 and is one of Qatar's most popular shopping and amusement destinations.

Retailers include many well-known Western brands, such as Foot Locker, Pizza Hut, Starbucks and Marks & Spencer.

Malls throughout the oil-rich Arab Gulf are popular with families looking for entertainment destinations that provide relief from soaring summer temperatures.

The Villaggio includes an ice skating rink, theme park, cinema and indoor Venice-style gondola rides.

- with stuff.co.nz and agencies