Leicester Square welcomes opening of world’s largest LEGO store

100 new jobs have been created as the world’s largest LEGO Store opens in Leicester Square.

On Thursday 17th November, the LEGO Group opened the doors to its new UK flagship store in the central London tourist hotspot.

The Leicester Square store is the 131st LEGO Brand Retail store globally and boasts several new experiences, such as a ‘Mosaic Maker’, which offers LEGO customers the opportunity to purchase their own personalised LEGO mosaic portrait.

The machine captures the customers’ image and in under ten minutes, printed instructions and the bricks required to complete the LEGO portrait are supplied to the customer. The London store is the first in the world to make this unique experience available.

John Goodwin, executive vice president and chief financial officer of the LEGO Group, said: “We are excited to have finally opened the doors to the world’s largest LEGO store here in London.

“We want to inspire and develop children through creative play experiences – and this store is all about that. Here, parents and children can explore the many different LEGO products while at the same time getting a truly immersive experience of the LEGO brand.”

Another new offering is the hands-on interactive brick experiences. These include ‘Master Builder Playtables’, where children will be free to build whatever they want - inspired by London landmarks and a range of LEGO themes.

There will also be a timetable, when Certified LEGO Master Builders will visit the store sharing tips and tricks to help visitors build LEGO models.

Through a partnership with Transport for London, LEGO has created a life-sized London Underground tube carriage. The tube is the largest LEGO build in the store, made up of 637,903 bricks and it took 3,399 hours to build.

Glenn Abell, vice president and general manager, direct-to-consumer EMEA, commented: “Our LEGO® Brand Retail stores are a lighthouse for the LEGO brand and an inspirational shopping channel for LEGO products.

“We offer a unique brand experience and supplement the combined offer for consumers alongside our trusted retail partners and online retailers. The new Leicester Square store is the 14th LEGO Store in the UK.”