With LEGO such a big toy brand the company has been able to flex its corporate muscle by not solely relying on toy retailers to move their products. At present they have over a hundred LEGO Stores around the world, reaching every major regional market.
In Australia, there are already two LEGO Certified Stores open to serve fans of the brand in that country. Both are in major cities: Brisbane the capital of Queensland state and Melbourne the capital of Victoria. The latter is even part of a LEGOLAND Discovery Center, a mini-LEGOLAND theme park.
This month a new addition to LEGO’s retail footprint will open in New South Wales’ capital, Sydney. The upcoming LEGO Certified Store will occupy two floors of space at the Westfield Bondi Junction shopping center.
It will be launched on March 21 by Alceon Group, the shareholding firm that has been awarded by The LEGO Group the rights to operate LEGO Certified Stores not only in Australia but New Zealand too. Unlike with the majority “branded” LEGO Stores, customers at LEGO Certified Stores can’t avail of the global LEGO VIP program. Fortunately, its LEGO product offerings are of the full range plus applicable exclusive items.
Features of this Sydney LEGO Store, which will be 302 square meters in total area, include the signature “Pick a Brick” building wall and a possible LEGO Minifigure Factory unit. Decorating the store are the expected brick-built models of local landmarks, so shoppers can expect the Sydney Opera House and nearby Harbour Bridge beautifully replicated.
The Alceon group adds that their store will also have an activity area that can be booked for children’s parties, plus a service to personally engrave LEGO bricks for identification. Sydney LEGO fans can rest assured that the Westfield Bondi Junction’s LEGO Certified Store will be all that is awesome when it opens March 21.