Lego opens flagship new store in Wales

The hugely-anticipated new Lego store opened today and fans of the iconic brick creations queued up early to be the first inside.

The new store from the much-loved brand features immersive experiences and giant Lego models as part of a move to a bigger outlet in a much larger space at St David's Cardiff.

The major upsizing follows the store's 15 year presence in the Welsh capital's largest shopping centre.

[mid-content-banner]

And the retailer promised lots of fun in-store for all the family. These include such new additions as a 'Pick a Brick Wall' for customers to choose their bricks, giant Lego models, hands-on play opportunities like building challenges and a 'Build a Minifigure Tower'.

The new outlet is one of only 20 Lego stores in the UK after expansion across Europe, including a new store in Cribbs Mall in Bristol.

Two lucky Lego super-fans had their dreams come true when they were surprised with £200 to spend in the new store - and they did not hold back!

Shweta Munshi, Vice President of Marketing, LEGO Retail at the LEGO Group said: "We are continually investing in our store portfolio and this new store will be a top retail destination for product launches and events, while acting as a hub for our LEGO community and new builders alike."

Helen Morgan, Centre Director at St David’s Cardiff, added: "The LEGO Store is such a popular brand here at St David's, so we know the new, upsized store will be a treat for our guests to explore."

The Lego store opening is the latest upgrade at the shopping centre which has seen a number of changes this year. Recently, the Swiss watchmaker, Swatch, opened in a unit formally occupied by retailer Typo.

Builders are also currently working on a brand new JD Sports store which will span two floors of the Grand Arcade, while The Hollywood Bowl Group has announced plans to open its largest ever, multi-million pound, family entertainment centre at St David's.

[lower-mid-content-banner]