New LEGO teaser video for the reopening of Leicester Square store

21/07/202221/07/2022 David Parry 1611 Views 1 Comment LEGO, Leicester Square, Lester, The LEGO Group

The hype machine gets cranked up another notch as anticipation builds for the LEGO Leicester Square reopening on August 10.

The LEGO Group have just posted a video on Facebook of three giant LEGO bricks being carried through London on their way to Leicester Square. It is, of course, all part of the build up to the grand reopening of the Leicester Square store which has been closed for refurbishment for the past few months. It’s no coincidence that the relaunch is timed to land on August 10 which just happens to be World Play Day. This is an integral part of the festivities marking the 90th anniversary of the most celebrated brick in the world.

The enormous inflatable bricks start out at Tower Bridge and then, led by the store’s mascot, Lester, wend their way through London, eventually arriving at the famous square. Once the store is open again, there will be a number of offers in the days and weeks that follow, which you can read about here. The building works, which will see the store grow by 330 square metres, means it will push the 5th Avenue, New York store – currently the largest in the world – into second place.

The store update will include an upgrade to the ‘Retailtainment’ concept which is being rolled out across LEGO stores, including a Tree of Discovery and a Storytelling Table, and there are likely to be more, large scale models of London landmarks. Brick Fanatics will bring you more on the new store in the coming weeks.