LEGO readies new flagship store in Leicester Square

LEGO is set to open a brand new flagship store in London’s Leicester Square, in a bid to create a ‘must visit’ destination for tourists and LEGO fans.

The company announced plans to create a 5,420sq ft store with two floors at Swiss Court, and will sell a range of LEGO sets.

The new store has a planned release for late 2016, and follows the recent unveiling of the LEGO Store in the Les Halles district of Paris, France, and the Asian flagship store in Shanghai, China.

“Our stores provide a one-of-a-kind shopping experience and our new venue is in a fantastic location for visitors to the capital. It will feature innovative interactive technology not yet experienced in a LEGO store and be a fun and engaging encounter for all the family,’ said Ward Van Duffel, VP, direct to consumer EMEA at the LEGO Group.

“The introduction of retail outlets in key locations worldwide forms part of our growth strategy to inspire the LEGO builders of tomorrow. We are confident that the LEGO Store, Leicester Square will realise this and provide residents of and visitors to Central London with a must-see destination in a unique environment.”

To mark the opening of the store, the company has also bolstered its Creator Expert theme with the addition of a Big Ben and the Houses of Parliament set.

When completed, the LEGO build will stand over 60cm high and will be available from July 1st online and in store for £169.99.

About Robert Hutchins

Robert Hutchins is the editor of ToyNews and its sister title, Licensing.biz. He has worked his way from Staff Writer to Editor across the two titles, having spent almost eight years with both and what now seems like a lifetime surrounded by toys. You can contact him by emailing robert.hutchins@bizmedia.co.uk or calling him on 0203 143 8780 You can even follow him on Twitter @RobGHutchins if ranting is your thing...

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