Lego is one of the world’s leading manufacturers of toys, with its iconic Lego brick recognised globally. A privately held company based in Billund, Denmark, Lego is still owned by the Kirk Kristiansen family, which founded it in 1932.

In 2016, Lego opened a new London flagship store as part of ambitions to grow its global retail presence. The 5,420 sq ft shop across two floors in Leicester Square is an experiential store, with more than 800 SKUs, and launched complete with a to-scale version of Big Ben.

Lego has been innovating when it comes to its physical presence in the UK with stores providing an exciting mix of interaction and engagement.

Interactive play and event experiences include brick specialists to assist shoppers in finding the set that suits them, hands-on playing opportunities and digital boxes – through which customers can scan boxed Lego sets and see them come to life in 3D.


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