'Lego stores can benefit toy retailers'

"We strategically place them and all the retailers within that marketplace ultimately benefit."
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Lego says its own-brand shops can help boost toy retail overall. 

Lego has seven of its own-brand shops in the UK, which, like Apple stores, give consumers a specialist and interactive experience. 

This customer involvement is something Lego says can actually aid the High Street in general, including independent toy retailers, as it introduces users to new Lego products.

Lego’s UK and Ireland VP and GM Drew Brazer told ToyNews: “It’s interesting using Apple as an example, because I feel it is a brand that engages people. It’s like a lifestyle brand. And we view ourselves as one. A dedicated retail shop for a lifestyle brand can work because it immerses the consumer.

“The Lego stores aren’t our largest outlet for the products, but we think they’re very strategic because they provide the ultimate Lego experience. Putting a store in a market or a mall creates tremendous interest in Lego. 

“And we think this benefits the entire marketplace, so a consumer could perhaps leave one of our stores without buying anything, but then go into a Toys R Us store and buy something there.

Brazer added: “So we feel by strategically placing those stores, we create such an interest, that all the retailers within that marketplace will ultimately benefit from it. And I have to say that small independent retailers are a great way to showcase our brand. They’re not the largest, even collectively, but they’re very strategic and important to us.”

Read the full interview with Lego's UK boss Drew Brazer here.

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