OREANDA-NEWS. Today The LEGO Group, one of the world's leading manufacturers of play materials, has officially opened its new UK flagship store in central London’s popular tourist hot-spot, Leicester Square. 

The Leicester Square store is the 131st  LEGO Brand Retail store globally and is pushing the boundaries with many unique LEGO® firsts. The largest LEGO store in the world boasts exciting new experiences, such as a ‘Mosaic Maker’, which offers LEGO fans of all ages the opportunity to purchase their very own, one of a kind, personalised LEGO mosaic portrait. The machine captures your image and in under ten minutes, printed instructions and the bricks required to complete the LEGO portrait are supplied to the customer. The London store is the first in the world to make this unique experience available. 

John Goodwin, Executive Vice President and Chief Financial Officer of the LEGO Group said: 
“We are excited to have finally opened the doors to the world’s largest LEGO store here in London. We want to inspire and develop children through creative play experiences – and this store is all about that. Here, parents and children can explore the many different LEGO products while at the same time getting a truly immersive experience of the LEGO brand.”

Inspiring creativity and developing the builders of tomorrow is a central theme for the store and this is encouraged with unique hands-on interactive brick experiences. These  include ‘Master Builder Playtables’, where children will be free to build whatever they can imagine - inspired by iconic London landmarks and a range of exciting LEGO themes.

There will also be a timetable, when Certified LEGO Master Builders will visit the store sharing tips and tricks to help visitors build LEGO models and help inspire children to think outside the box when building their creations.

Through a partnership with Transport for London LEGO has created a life-sized London Underground tube carriage. The tube is the largest LEGO build in the store, made up of 637,903 bricks and it took 3,399 hours to build. The carriage offers fun photo opportunities and will be a must see for all the family.