The new LEGO Store has opened at the Bullring & Grand Central!

Image: @suzie81speaks on Instagram

The brand-new LEGO store has opened at the Bullring & Grand Central just in time for Christmas shopping, and promises to be a fantastic experience for all the family!

With a wide selection of all the latest LEGO sets (including those only available direct from LEGO stores and including the FRIENDS Central Perk, Wooden Minifigure, Stranger Things, 1989 Batmobile and LEGO Creator Expert Harley Davidson), a floor – to – ceiling colourful ‘Pick & Build’ wall (in which you can choose the individual bricks and elements you want), a fun LEGO minifigure scanner that allows customers to scan their handprint which transforms them into a LEGO minifigure, the brand-new store offers a whole host of exciting activities, events and hand-on play opportunities that are only available in LEGO Stores.

Shoppers can consult with Brick Specialists to find a unique set that is the perfect fit, scan almost any boxed LEGO set and see the model come to life in 3D with the Digital Box, and can also build their own Mini-Figure with a whole range of mix and match items.

Image: @duncanw68 on Instagram

The 16th store in the UK, this is the first to feature state of the art dynamic lighting, a unique multi-sensory experience for customers and a ‘digital ribbon’ of screens above its shelving.

Before the opening a preview event was held in which attendees were given the opportunity to experience all the store has to offer, including the chance to build an exclusive LEGO Birmingham Bull as part of a ‘Make and Take,’ which will only be available during the VIP event this weekend.

We spoke to Stephane Knapp – Head of Marketing, LEGO Retail Marketing EMEA, who said:

“It’s a great experience for families. It’s a big city and a big UK market and we haven’t been here for a few years (in the Bullring) so it’s great to be here. I’m really happy and excited for the opening of the doors tomorrow.”

LEGO is continuing its ‘Build to Give’ campaign in 2019 and the LEGO store at Bullring & Grand Central are participating. Last year over 500,000 LEGO sets were given to kids in vulnerable communities, hospitals, children’s home as part of the campaign, and this year the target across the brand has doubled with the aim of giving one million LEGO sets away to children who need it most. Anyone can participate between November and January by simply building an ornament in-store or at home and sharing on your social media with the hashtag #BuildToGive. For every ornament built and displayed in a LEGO store or shared online, the LEGO Group will donate one LEGO set to a child in need within hospitals, children homes and underserved communities.

To celebrate the Grand Opening of the store, an in-store event will be taking place between Thursday 12th – Sunday 15th December showing off the full range of LEGO products available, with the first 500 people in-store every day receiving an ‘I LOVE LEGO Store Birmingham’ tile. Additionally, those spending over £100 will receive a FREE mini LEGO Gingerbread house and a special LEGO Store set (that is available only from store opening events) will be given with purchases over £125.

The new LEGO store is located on the Upper West Mall of the Bullring (next to the entrance by the Bull Statue) and is open from 10.00am.