The London-based store opened last week and is the first outlet Lego has opened in the UK in five years.
The firm is also working to open its first retail store in Wales next month, in Cardiff's St David's mall.
The openings are part of a European expansion plan. Lego has said it plans to open 14 stores in Europe by the end of the year and is working to open between 60 and 70 stores by 2015.
The Cardiff store will cover 2,409 sq ft and will be Lego's fifth store in the UK.
Senior vice president of Lego brand retail, Skip Kodak said: “Our store at St David’s will enhance our consumers’ overall Lego brand experience through product variety, store design and regular hands-on family events.
“Children and families will be able to experience first-hand and hands-on, the creativity and imagination that goes into Lego building and be inspired by the over four million bricks that are in the store at any given time.”