GET READY FOR THE NEW LEGO® STORE AT BULLRING and GRAND CENTRAL OPENING ON 21st NOVEMBER 

Come and enjoy the opening of new LEGO Store at the Bullring and Grand Central, Birmingham with a variety of unique promotions and Grand Opening celebrations 

The new store in the Bullring and Grand Central, Hammerson’s flagship destination, will be opening on November 21st just in time for Black Friday and Christmas. 

This brand-new LEGO store is the perfect destination for all brick fans, with the widest selection of the latest LEGO sets, a LEGO minifigure scanner – that will let customers scan their handprint to transform them into LEGO minifigures before they enter the store, as well as a whole host of exciting in-store play experiences, activities and events only available in LEGO Stores. 

A first for LEGO Stores in the UK, the Bullring and Grand Central LEGO Store feature state of the art dynamic lighting that will enhance the in-store experience and create a unique multi-sensory experience for customers, as well as a ‘digital ribbon’ of screens above its shelving, that helps create an engaging story within the retail space for customers like never before. 

The Lego store at Intu Milton Keynes reopens after refurbishment.

To celebrate the Grand Opening of the store, an in-store event will be taking place between 12th-15th December showing off the full range of LEGO products available, with the first 500 people in-store everyday receiving an ‘I LOVE LEGO Store Birmingham’ tile. In addition to this, those spending over £100 will receive a mini LEGO Gingerbread House and with purchases over £125, customers will receive a special LEGO Store set that is available only from store opening events. 

Alongside the range of in-store promotions, the LEGO Hidden Side Bus will also be making a stop in Birmingham for the grand opening (12th -15th December), making this is not an event to be missed. 

Alison Wood, LEGO District Manager said: “We cannot wait to bring more play experiences, fun and building to Birmingham. The new store is loaded full of exciting LEGO big builds, play areas and activities. You can even build your own minifigure and take it home, something that is unique to LEGO Stores.” 

Iain Mitchell, UK Commercial Director at Hammerson, said: “Across our portfolio, we’re targeting brands that not only offer a great product, but also deliver a really engaging in-store experience, and the LEGO Group does that in spades. It’s testament to the strength and popularity of Bullring as a retail and leisure destination that The LEGO Group has chosen to open there. I’m sure the new store will be a real footfall driver at Bullring, particularly in the lead-up to Christmas when we’re all on the look-out for that special gift.” 

What’s more, the brand-new LEGO store will offer the full range of exciting new products only available direct from LEGO stores and LEGO.com including the likes of the LEGO 1989 Batmobile, LEGO Creator Expert Harley Davidson Fatboy, plus many more. 

The Lego store at Intu Milton Keynes reopens after refurbishment.

And if that was not enough, the new store will also offer plenty of benefits for LEGO VIP members including exclusive VIP gifts with purchase, double point events and much more. 

The Lego store at Intu Milton Keynes reopens after refurbishment.

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