LEGO launches UK flagship store in Leicester Square

The world’s largest LEGO Store has opened its doors to the public in London Leicester Square.

The new UK flagship store is the 131st LEGO shop to open across the globe and covers a total of 914 square metres over two floors.

The new store is home to a number of exclusive LEGO lines, including a LEGO Architecture landscape building set including brick incarnations of London Bridge, London Eye and more.

The new store also marks the premier of the new LEGO Mosaic Maker, a photo booth that will print users in the form of their very own LEGO mosaic portrait, as well as a LEGO Big Ben made up of more than 200,000 bricks.

“We are excited to have finally opened the doors to the world’s largest LEGO store here in London,” said John Goodwin, executive vice president and chief financial officer of the LEGO Group.

“We want to inspire and develop children through creative play experiences – and this store is all about that. Here, parents and children can explore the many different LEGO products while at the same time getting a truly immersive experience of the LEGO brand.”

Alonside an exclusive, new Leicester Square-themed LEGO mascot named Lester the tea-drinking LEGO Minifigure, the store boasts a number on interactive points for kids and LEGO fans, including master builder tables and a LEGO replica of a London underground train, developed in partnership with Transport for London.

“We want to inspire and develop children across the globe through creative LEGO play experiences and our LEGO Brand Retail stores allows children, parents and fans to explore the many different LEGO products while getting a truly unique and immersive experience of the LEGO brand,” said Loren Shuster, executive vice president and chief commercial officer at the LEGO Group.

About Robert Hutchins

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

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