LEGO is reshaping the in-store shopping experience with immersive, interactive features that are attracting shoppers.
The toy giant has introduced gaming workshops, live streaming events, and customization options in its stores, creating a fresh way to engage customers beyond traditional retails.
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Lego’s retail transformation is part of its broader strategy to mix entertainment with shopping.
Recently, Lego begun offering gaming-themed workshops, both online and in-store.
Lego has also launched live streaming, with employees hosting events directly from the store floor.
According to Martin Urrutia, head of global retail experience and innovation at LEGO, these shifts reflect a bigger vision for the brand, reported Retail Dive.
“Physical retail spaces are media channels,” he told the publication.
“They are places to engage customers, tell stories, and create memories.”
SHOPPERS PRAISED THE MOVE
Instagram user Jacey Adler recommended the experience as a date idea that “isn’t just going to bars or restaurants.”
“10/10 would build a dream date with you again brick by (lego) brick,” said Jacey’s partner in comments.
“This is adorable. I love it,” added another user.
“Omg I am sending this to my husband asap,” a user commented.
In 2023, Lego transformed its store at Battersea Power Station, London, into a flower shop made entirely of Lego bricks.
The installation, dubbed “Le Florist,” was a showstopper, with employees assembling over 200 sets to craft the floral wonderland.
At another store, Lego built a full spaceship as the main attraction, giving customers a chance to get close and interact with it.
One major change in Lego’s redesign is replacing regular shelves with more interactive areas.
Top 11 best Lego sets for adults
Here are the best Lego sets for adults looking to unwind and take time out of their day doing an activity that doesn’t involve a screen.
- Corvette – Build a 1961 Chevrolet Corvette C1 model with authentic details – $149.99
- Tiny Plants – Create a floral display based on arid, tropical, and carnivorous species – $49.99
- The Fauna Collection – Macaw Parrots – Add a splash of color to your home with these exotic birds – $59.99
- Natural History Museum – This set has three floors and includes seven mini-figures and a brachiosaurus skeleton – $299.99
- Harry Potter Hogwarts Castle and Grounds – Adventure awaits at the world’s most famous school of witchcraft and wizardry – $169.99
- Bouquet of Roses – Perfect for Valentine’s Day or any special occasion – $59.99
- Concorde – Build one of the most famous passenger planes in history – $199.99
- Disney Snow White and the Seven Dwarfs’ Cottage – This captivating set features the cozy cottage from the Enchanted Forest – $219.99
- Marvel Avengers Tower – build the most iconic building in the Avengers universe – $499.99
- The Orient Express Train – A romantic steam train with several different cars – $299.99
- Star Wars Venator-Class Republic Attack Cruiser – Celebrate 20 years of Star Wars: The Clone Wars with mini-figures of Captain Rex and Admiral Yularen – $649.99
Source: Lego
Lego’s stores now feature “personalization studios,” where customers can design custom Lego Minifigures.
‘MEANINGFUL AND PERSONAL’
“We’re not just selling products,” Urrutia explained.
“We are creating opportunities for our customers to connect with the brand in ways that are meaningful and personal.”
The personalized Lego Minifigures have become a popular attraction for both kids and adults, allowing people to take home a piece of their own creativity.
The popularity of these livestream sessions shows a growing trend in shopping.
Nearly half of all adults bought toys for themselves last year, according to a report from Circana.
Reasons ranged from collecting toys to simply enjoying the creative process.
