Toy market news

The LEGO Group shares a closer look at its new LEGO flagship store in NYC

The LEGO Group shared a sneak peek of its flagship store opening in New York City today. The two-story store will be located on Fifth Avenue and is the first LEGO store to feature the company’s new retail format.

Aiming to create an immersive LEGO experience, this new flagship store blends unique digital and physical experiences. The updated retail format reflects LEGO’s strategy to update its stores as shoppers look for more personalized and interactive retail offerings.

The New York flagship store will feature several new experiences where customers can get hands-on with LEGOs.

The new NYC LEGO flagship store opens at 11 a.m. on June 25.