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.
Christmas is looking quite different this year but retailers are innovating to keep the festive spirit alive both online and in-store. Retail Week highlights the retailers pulling out all the stops.
Lego’s Christmas advert shows adults and children alike playing with the famous building blocks – encouraging them to rebuild the world using their imagination.
Toy giant Lego has confirmed that it will begin phasing out plastic packaging from next year, following pressure from customers over its sustainability record.
Lego has announced plans to open 120 new stores this year, following a leap in the number of adults using the building kits during lockdown.
From one type of brick to another, Jean-Jacques Van Oosten has rejoined DIY retailer Kingfisher from the Lego Group as chief customer and digital officer.
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