The Grand Opening of the World’s Biggest LEGO Store | Source: The LEGO Group

The LEGO Group‘s 90th birthday celebration just kicked into high gear with the grand reopening of what is now the world’s largest LEGO Store.

On the inaugural World Play Day, the company opened the doors to its remodeled and expanded LEGO Store in London’s Leicester Square. The store now packs products into a nearly 9,000 square-foot space that includes hands-on experiences that are unique to the store.

“We are investing in upgrading LEGO stores around the world to give visitors really fun, unique, and memorable brand experiences,” says Natali Stojovic, senior vice president, LEGO Retail. “The refurbishment and expansion of our flagship London store will make it a must-visit destination for fans, young and old, living or traveling to London.”

LEGO’s Leicester Square store features 3D builds inspired by “Stories of Britain” that celebrate the history of the country. Guests can check out numerous photo ops, including scenes inspired by James Bond 007, the Wizarding World of Harry Potter, Spider-Man, and some UK icons, such as Buckingham Palace and Big Ben in addition to a spot where William Shakespeare stands waiting to board a double-decker bus.

The unique experiences at the store include:

  • Personalization Studio: Visitors can reimagine themselves in LEGO form, either as a portrait from the Mosaic Maker or an iconic minifigure from the LEGO Minifigure Factory.
  • Interactive Storytelling Zone: Guests can celebrate the LEGO Group’s 90th Anniversary and explore 90 years of play in an interactive walkthrough experience that features products from the LEGO vault.
  • Tree of Discovery: The centerpiece of the store showcases LEGO storytelling on a huge scale. It’s an interactive build designed to be an expression of the LEGO Group’s commitment to being inclusive and having a positive impact on society and the planet. Visitors of all ages are invited to explore a magical wonderland hidden inside the tree through windows in its rainbow trunk.

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The new store carries the biggest variety of LEGO products in the world and carries several products that are exclusive to the location, including a Lester Minifigure.

About the author

James Zahn

James Zahn

James Zahn, AKA The Rock Father, is Editor-in-Chief of The Toy Book, a Senior Editor at The Toy Insider and The Pop Insider, and Editor of The Toy Report, The Toy Book‘s weekly industry newsletter. As a pop culture and toy industry expert, Zahn has appeared as a panelist and guest at events including Comic-Con International: San Diego (SDCC) Wizard World Chicago, and the ASTRA Marketplace & Academy. Zahn has more than 30 years of experience in the entertainment, retail, and publishing industries, and is frequently called upon to offer expert commentary for publications such as Forbes, Marketwatch, the Wall Street Journal, the New York Times, USA Today, Reuters, the Washington Post, and more. James has appeared on History Channel’s Modern Marvels, was interviewed by Larry King and Anderson Cooper, and has been seen on Yahoo! Finance, CNN, CNBC, FOX Business, NBC, ABC, CBS, WGN, The CW, and more. Zahn joined the Adventure Media & Events family in 2016, initially serving as a member of the Parent Advisory Board after penning articles for the Netflix Stream Team, Fandango Family, PBS KIDS, Sprout Parents (now Universal Kids), PopSugar, and Chicago Parent. He eventually joined the company full time as a Senior Editor and moved up the ranks to Deputy Editor and Editor-in-Chief.