The Danish toy company Lego A/S (doing business as The LEGO® Group) is opening its first LEGO® Stores in the Kingdom of the Netherlands in time for Christmas. They will be in the cities of Amsterdam and Utrecht. The LEGO® Group is a family-owned company headquartered in Billund, Denmark with major offices in Enfield, Connecticut, U.S.A.; London, England; Shanghai, China; and the sovereign city-state of Singapore.
Figure 1 Credit: The LEGO® Group Caption: This is a LEGO® sign outside a LEGO® Store in London on the grand opening day.
Figure 2 Credit: The LEGO® Group Caption: This is the grand opening of a LEGO® Store in the U.K.
The Dutch Flagship LEGO® Store will be the one in Amsterdam and will have “a whole range of exciting LEGO retail innovations like Mosaic Maker” and “a nod to Dutch history and culture.” Both of the Dutch LEGO® Stores will sell a wide variety of LEGO® sets, in-store play experiences, Brick Specialists on staff to help customers choose sets, a Pick & Build Wall where one can choose bricks and elements in various shapes and colors, and Digital Boxes where one can scan almost any boxed LEGO® set and see the model in 3D.
Figure 3 Credit: The LEGO® Group Caption: This is a Mosaic Maker at a LEGO® Store in London.
Figure 4 Credit: The LEGO® Group Caption: This is the Pick & Build Wall at a LEGO® Store in London.
These LEGO® Stores in the Netherlands will offer products only available in LEGO® Stores and online at www.shop.lego.com such as LEGO® Stranger Things: The Upside Down and LEGO® Creator Harley-Davidson Fatboy. Both of the Dutch LEGO® Stores will have benefits for LEGO® V.I.P. members including exclusive V.I.P. gifts with purchases and double points events.
Alison Wood, LEGO Stores UK, Benelux & Scandinavia District Senior Manager stated, “Builders of all ages can visit and be inspired by the endless play opportunities inside our new stores in Amsterdam and Utrecht. Whether you’re 1 or 100 there is something for you to get excited about.”
Marco Capone, General Manager LEGO Benelux added, “We are very excited about the arrival of the two LEGO-stores. It shows our commitment to the overall toy market in the Netherlands. But most importantly, it is a key opportunity to offer the best possible LEGO experience.”
The Amsterdam Flagship LEGO® Store and Utrecht LEGO® Store will be opening their doors later this year (in the fourth quarter) with grand opening events, promotions and experiences. This will be happening around the same The LEGO® Group will be opening new shops in Birmingham and Southampton in England and Marseille in France.
Figure 5 Credit: The LEGO® Group Caption: This is the interior of a fairly typical LEGO® Store.
Figure 6 Credit: The LEGO® Group Caption: This is another view of a typical LEGO® Store. This one is located in the intu Milton Keynes shopping center in Buckinghamshire, England. LEGO® STAR WARS™, represented by the Chewbacca sculpture in the bottom right-hand corner, is the first and longest-running LEGO® licensed theme (product line).
Figure 7 Credit: The LEGO® Group Caption: This is another view of a typical LEGO® Store. This one is located in the intu Milton Keynes shopping center (which opened in 2000 as Midsummer Place) in Milton Keynes, Buckinghamshire, England, northwest of London.