Toy brand opens interactive store at Bullring
Toy brand The Lego Group has opened its new store in Hammerson’s flagship destination, Bullring. The store houses a host of in-store play experiences, and a Lego minifigure scanner which uses consumers’ handprints to transform them into one of the brand’s minifigures before they enter the store.
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 store does that in spades. 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.”
Alison Wood, Lego district manager, added: “Bullring was the obvious choice for our flagship West Midlands location and we are pleased to welcome the Lego fans of Birmingham to experience our new store and all it has to offer.”
The store is located on the second floor of Bullring, and the nearest entrance is located by the statue of The Bull.