This ad will be closed automatically in X seconds.

LEGO Leicester Square store to open November 17

Outlet will be the largest LEGO brand retail store in the world.

LEGO’s new Leicester Square store will open its doors this week, featuring a variety of unique brick built interpretations of the city.

The store will open on Thursday November 17. It will be the biggest LEGO brand retail store in the world, the 37th LEGO store in Europe and will cover a 914 square metre area over two floors.

A LEGO Big Ben will dominate both levels of the store – made from more than 200,000 bricks and taking an estimated total of 2,280 hours to complete, the replica will stand at 6.53 metres high. It will also feature a working clock face that will be illuminated at night.

Also exclusive to the Leicester Square store is the new LEGO mascot, Lester, who is already in full public view on the store’s construction façade. Lester is the quintessential English gentleman – a tea-drinking LEGO Minifigure.

In addition to a variety of large LEGO models showcasing the creative potential of the LEGO brick, the store will feature new technology within a LEGO retail environment, exclusive product sets, include hands-on building areas, building demonstrations, a Pick & Build Brick Wall and new LEGO experiences.

Loren Shuster, evp and chief commercial officer at the LEGO Group, said: “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.”

Want to read more news like this? Simply sign up to our daily digest by clicking here. You can also follow @LicensingSource on Twitter.

MORE NEWS
B&LLAs24finalists500x500
 
The finalists in the Product, Property, Retail and Rising Star categories for the Brand & Lifestyle Licensing Awards 2024 have officially been revealed....
MiffyGaleries500x500
 
Two shop-in-shop activations have opened their doors in Galeries Lafayette Paris Haussmann for the classic brand....
TombRaider500x500
 
Video games developer, Crystal Dynamics, has signed the video game and geek culture specialist agency to represent Tomb Raider products for merchandise licensing....
HarlemGlobetrotters500x500
 
The Harlem Globetrotters - famous for fusing sport and entertainment - have signed with IMG to further develop the brand in anticipation of its 100th anniversary milestone in 2026....
RitaOra500x500
 
Primark is continuing its ongoing fashion collaboration with Rita Ora with a new spring collection combining a fresh floral colour palette with new designs....
F1Topps500x500
 
Formula 1 has confirmed a multi-year renewal of its partnership with Topps, which will see the Fanatics-owned company continue as the official licensee of Formula 1 trading card and sticker collections....
Get the latest news sent to your inbox
Subscribe to our daily newsletter

The list doesn't exist! Make sure you have imported the list on the 'Manage List Forms' page.