New Lego store opens at the Bullring and Grand Central, Birmingham

Published on: 21st November 2019

The new Lego store in the Bullring and Grand Central is opening today just in time for Black Friday and Christmas.

The new Birmingham store has the widest selection of the latest Lego sets, a Lego minifigure scanner – that will let customers scan their hand print to transform them into Lego minifigures before they enter the store – as well as a whole host of  in-store play experiences, activities and events only available in Lego stores.

A first for Lego stores in the UK, the Bullring and Grand Central branch features state of the art dynamic lighting that will enhance the in-store experience and create a unique multi-sensory experience for customers, as well as a digital ribbon of screens above its shelving, that helps create an engaging story within the retail space for customers.

To celebrate the Grand Opening of the store, an in-store event will be taking place between the 12th and 15th December, showcasing the full range of Lego products available, with the first 500 people in-store everyday receiving an ‘I Love Lego Store Birmingham’ tile. Those spending over £100 will receive a mini Lego Gingerbread House and customers spending over £125 will receive a special Lego store set that is available only from store opening events.

Alongside the range of in-store promotions, the Lego Hidden Side Bus will also be making a stop in Birmingham for the Grand Opening.

Iain Mitchell, UK commercial director at Hammerson, owners of the Bullring, said: “Across our portfolio, we’re targeting brands that not only offer a great product, but also deliver a really engaging in-store experience, and the Lego Group does that in spades. It’s testament to the strength and popularity of Bullring as a retail and leisure destination that The Lego Group has chosen to open there. I’m sure the new store will be a real footfall driver at Bullring, particularly in the lead-up to Christmas when we’re all on the look-out for that special gift.”

What’s more, the brand-new Lego store will offer the full range of new products only available direct from Lego stores and, including the Lego 1989 Batmobile, Lego Creator Expert Harley Davidson Fatboy, and more.

The new store will also offer benefits for Lego VIP members, including exclusive VIP gifts with purchase and double point events.


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