The LEGO Group has announced a new retail concept store to hit US stores this year. Dubbed as LEGO Pop-Up Stores, this initiative will offer a new different shopping experience as compared to that of LEGO Brand Stores. In fact, the very first Pop-Up Store already went live last Friday in Manchester, Connecticut. According to the LEGO Ambassador Network, the LEGO Pop-Up Stores is an experimental marketing approach that allows LEGO fans who does not have access to any local LEGO Brand Stores to experience the same, though there are notable differences. So, how are they different? According to the blog post:
Whats the difference between a Pop-Up store and a typical LEGO Brand store?
- Yes, you will be able to earn and redeem LEGO VIP points at Pop-Up stores.
- There is nota Pick-a-Brick wall or Build-a-Mini station.
- There are noLEGO Brand store Passport stamps available at Pop-Up stores.
- There will notbe monthly minibuild activities or other in store events.
- The product prices will bethe same at LEGO Brand and Pop-Up stores including any sales.
- Pop-Up stores will tryto offer the same gift with purchase promotions.
- Pop-Up stores will have new employeesbut also at least one experienced employee from a local LEGO Brand store.
Though these differences may seem easy to overlook and the initiative is of having a sort of “make-shift” LEGO Store is a welcomed gesture from the LEGO, I hope that they will find a way to offer the same gift with purchase (GWP) sets in all Pop-Up Stores as well.
Furthermore, since this project is still in its experimental stages, each of the six LEGO Pop-Up Stores to be opened across the US will be transient, operating only in a few weeks. A sign outside the store will remind customers and LEGO fans how many days are left until the LEGO Pop-Up Store wraps it up.
So what do you think of the concept behind the LEGO Pop-Up Store? Do you think it will take off? What other things or activities do you want to see in the store to make it more appealing? Share your thoughts in the comments below.
