LEGO Store London is officially open

A little after 12.00pm today the LEGO Store London, located at Leicester Square, opened to the public. After much hype and publicity from the LEGO Group, the flagship store – the largest in the world – was officially ‘unboxed’ as the cover was dropped to reveal the shop that until now has been hidden underneath.

The store was opened by the Mayor of London, Sadiq Khan, John Goodwin, LEGO Chief Financial Office and Lester the minifigure alongside a group of children. Hundreds of visitors had turned out to see the store opening, with the queue snaking around the side of the location.

‘We are excited to have finally opened the doors to the world’s largest LEGO store here in London,’ Goodwin told the crowds of fans. ‘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.’

‘The opening of this wonderful flagship Lego store is another indicator that London is well and truly open for business.As someone who grew up with Lego, I am proud to be able to support a company that is passionate not only about entertaining our children, but about educating them too,’ the Mayor told the East London Guardian.

The LEGO Store London is the 14th official branded store to be opened in the UK.