Pop-up LEGO Brand Stores

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LEGO has announced that some new pop-up brand stores will be opening in the US during the next couple of weeks. The concept might subsequently expand to cover other markets, depending upon the success of these stores.

You can read further details here:

Starting today the LEGO Group will be testing a new shopping experience for our consumers by bringing temporary LEGO Brand stores to additional markets. While this initiative is being tested in just six US markets this year, the LEGO Retail team is very excited to see if this business model can grow to support additional markets in following years.

LEGO Retail has shared some preliminary design images for these six stores as well as insights on the two new concepts they will be testing. The stores will not be set up in the same manner as any of the existing LEGO Brand stores. Half of the stores will have their products sorted by age and the other half will sort their products by price. This will allow our insights team to test concepts that have been shared in focus groups to determine best practices.

Each Pop-Up store will feature a play area, interactive play stations, and displays. The stores with products separated by age will feature four key sections 1+, 5+, 7+ and 10+ while the stores separating products by price have sections for Under $20, Under $30, Under $50, Under $100 and Big Builds.

Every Pop-Up store will also be 100% unique is shape as these stores are each filling a empty store within a mall and have not been restructured. Among the changes are that stores will be carpeted while others tiled and some will have multiple LEGO statues and some just one.

A few noteworthy items are how detailed the LEGO Retail designers are in making these Pop-Up stores an experience rather than a store. For those kids with a eye for detail, they will notice the trademark red 2×4 LEGO brick dropped in cracking the floor, just like the store dropped into their mall. They will also see a countdown calendar till the store disappears.

Whats the difference between a Pop-Up store and a typical LEGO Brand store?

  • Yes, you will be able to earn and redeem LEGO VIP points at Pop-Up stores.
  • There is not a Pick-a-Brick wall or Build-a-Mini station.
  • There are no LEGO Brand store Passport stamps available at Pop-Up stores.
  • There will not be monthly minibuild activities or other in store events.
  • The product prices will be the same at LEGO Brand and Pop-Up stores including any sales.
  • Pop-Up stores will try to offer the same gift with purchase promotions.
  • Pop-Up stores will have new employees but also at least one experienced employee from a local LEGO Brand store.

Why is there a need for Pop-Up stores?

While many LEGO fans live near a LEGO store there are more kids in the world that have never even seen a LEGO branded store or had the chance to experience the joy that comes from stepping inside. Some kids received a portion of this joy from visiting their local Toys R Us and without that option any longer this will allow more kids, and adults, the opportunity to get the true LEGO experience. While many families will be surprised to be walking through the mall and all of sudden see a LEGO store a few kids close to these six locations could even be getting their first piece of LEGO mail inviting them to come visit.

What does the future hold for Pop-Up stores?

There are some malls and markets that are unlikely to get a LEGO Brand retail store due to size of market and other factors. If this pilot program is successful our LEGO Retail team will have options. These six Pop-Up stores are located in areas with existing LEGO Brand stores in order to leverage experienced personnel and distribution routes. This initiative has happened very quick and with the learnings gathered this holiday season their can be a case made to have increased Pop-Up stores in significantly more markets. It is unlikely to be on the scale of such stores as Halloween Spirit, but this will provide a conversation starter.

Official Opening Dates:

September 28, 2018:

  • The Shoppes at Buckland Hills – 194 Buckland Hills Drive Manchester, CT

October 5, 2018:

  • Mall at Columbia – 10300 Little Patuxent Pkwy. Columbia, MD
  • Woodbridge Center – 250 Woodbridge Center Drive Woodbridge, NJ
  • Smith Haven Mall – 313 Smith Haven Mall Lake Grove, NY
  • Perimeter Mall – 4400 Ashford Dunwoody Road Atlanta, GA
  • Galleria at Tyler – 1299 Tyler Street Riverside, CA


Where would you like to see a pop-up LEGO store? Let us know in the comments.

 

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52 comments on this article

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By in United States,

Hopefully these stores will show that there is a demand for a LEGO Store in the area and LBR considers opening a permanent store. I'm looking at you Lake Grove! Long Island can definitely use another LEGO Store.

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By in Germany,

Don't see the sense in this experiment by opening the pop-up stores in areas where there already are LEGO brand stores. Sure it might make it easier for TLG to run these stores, but from a customer perspective it would make much more sense to have these pop-up stores in areas where there are not LEGO brand stores at all. And there are enough of those places around.
And of course, Trump can rejoice, it's "America first" (or rather, only, in this case) again. I hate the overemphasis TLG is putting on the US (market, tastes, themes etc.) in recent years. No wonder the rest of the world feels overlooked.
Thumbs down from me totally.

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By in United States,

Manchester, CT is an interesting choice. It is only a few miles east of an existing store on the other side of a depressed city (Hartford). Moving half an hour north to the Springfield, MA area or a bit further south to New Haven, CT would be more in line with providing a new area with a store without stretching too far from the existing one.

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By in France,

For what it’s worth and it sort of fits with this theme, I would like Lego to introduce click & collect.

I want to be able to buy something outside of opening hours from LegoShop.com, using Paypal and be able to collect at time of my choosing. This especially applys where the total basket price would normally incur a delivery fee but if collected it would be free.

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By in Ireland,

One in Ireland would be fantastic, there’s no LEGO brand store here at all.. we have a good selection in our Smyths stores but not Brand Store exclusives and that.. there is certainly the demand I can assure you of that.

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By in United States,

As I already have a LEGO Store within a 20 minute drive of my home here in NY this will not affect me directly. However this idea is quite good. Almost seems as though they’re testing certain regions that they’re unsure about to see if placing a permanent store there will be economically successful.

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By in United States,

None in Puerto Rico, giant: why?

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By in United States,

@AustinPowers - speaking only specifically to these stores (since this is just a LEGO site and all :P ), I think they are starting in the US because of us losing our Toys 'R' Us stores (this now defunct chain is even called out by name in the FAQ). I think that LEGO is wondering if there is a market opening, or even just a need to have stocked shelves in more areas. The US, w/o Toys R Us is actually quite lacking in [chain] toy shops.

@KelricEP - no doubt you are probably right about _future_ locations, but the FAQ points out that "These six Pop-Up stores are located in areas with existing LEGO Brand stores in order to leverage experienced personnel and distribution routes."

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By in United Kingdom,

Please open one of these in Worcester UK or Birmingham UK Please LEGO

Looks cool these do

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By in Netherlands,

Hopefully will there open one in The Netherlands

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By in United States,

As KelricEP mentioned, it would be nice to have a store closer to me. I live in the New Haven area, and any trip to a LEGO store is rather a slog. I usually only visit a brand store once a year.

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By in New Zealand,

If that's a copy-and-paste from an official press release then it really could've used a pop-up spell check.

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By in United States,

Why would people go to a pop up if there is another regular store in the same city? Such as Atlanta.

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By in United States,

Yeah the CT one is really odd spot. There is one like 15 miles away.

Holyoke Mall is Holyoke Mass would be a good spot, one of the largest malls in New England. Heck even one near the new MGM Crapsino in Springfield MA would make more sense. The police sets would be big sellers.

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By in United States,

According to most map apps, my closest Lego store is only a 1 hr 15 minutes away. What they don’t mention is that it’s on a) the worst interstate in the US I4, consistently rated the most dangerous) and b) the worst place for a quick stop aka Disney springs. I don’t want to fight theme park crowds to enjoy my Lego store!

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By in United States,

Unless they have good sales going on, forget it. My closest Lego store is about 50 miles away and every time I go, hardly any sales. The pick-a-brick wall is the only thing they have going on and these pop-ups won't have it. The VIP program does little to entice; 5% in store credit... that doesn't even cover the sales tax. It's pointless to resist Amazon; delivers to your door and with a little patience you can get most sets for 20% off or more, plus it's possible to dodge sales tax.

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By in United States,

@dmcmonagle: I didn't know there is no LEGO brand store in Ireland. I'm sorry to hear this.

@AustinPowers: I'm sorry you feel that way. The thing is, Toys 'R' Us in the US is now absent, and not every community in this country has a Walmart or Target.

This is a cool concept, but having a pop up store in a market where there is no brand store close by would be better. However, I understand the need for a brand store to lend its support to the smaller temporary one. I live 2 hours away from a brand store and my town has one department store with a tiny LEGO section. This pop up store idea would be great for many communities, markets, and nations. Can you imagine what impact it could have in Canada or Australia?

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By in Norway,

No pick-a-brick wall or mini-build station...? That is what defines a LEGO store in my eyes.. The boxes can be purchased everywhere else (cheaper). The US is flooded with stores already. Come to Norway!! :)

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By in United States,

@Double J Bricks

Which NY store is 20 minutes from you? I'm 20 minutes from Roosevelt Field.

Brian
I LUG NY

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By in United States,

Ditto at the disappointment of the no pick-a-brick wall or mini-build station. Here in Albuquerque New Mexico we would have to drive 4 to 6 hours to AZ or CO to get to a branded store. As an AFOL it is the pull of the wall and exclusives that would convince me to make that trek but it is an expensive trek and I can't justify it. I have been to 3 stores in the past 5 years, CA, NV, and, TX only because of business trips that happened to land in the same vicinity. Would I go to a "pop up" in my local area? Sure, show the kids and all but it wouldn't be the same as having a full store.

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By in Netherlands,

Its a nice concept but it doesn't really make sense to open pop-up stores in a country with DOZENS of official brand stores. While a TON of countries (uncluding my own) dont have ANY official stores. My closest LEGO store is a 6 hour drive to Germany...

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By in Poland,

It's a great opportunity for countries like Poland. 38 mln people lives here and there's only one Brand Store in Warsaw. It's a chance for smaller cities to have their own Pop-Up Store. Thumbs up for this project.

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By in United States,

I figure the prototype store is in Manchester, CT due to its relative proximity to Enfield. Easier for the folks from HQ to check how things are going.

Regardless, I'll echo many other's store that without a Pick-A-Brick wall, the concept has little appeal to me... which at least makes it more tolerable they're going in existing markets rather than opening in the largest metro area in the the States with no Lego store within 200 miles (where I happen to live).

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By in United States,

I hope these are a big hit--I only wish I lived near a more urban area! Looks really cool and I foresee some really great winter jobs for some lucky teenagers/college students.

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By in United States,

Disappointed in the new CT location. From down here in West Haven it takes at least an hour to reach either of the two existing stores, and they open a third that is between them? Plenty of open space in the CT Post Mall in Milford, and it would have shortened the drive for a much larger portion of CT. If I'm going to drive for an hour each way, it certainly won't be to visit 1/4 of a store when there's a whole one just as close. David1985's suggestions would also make better sense as far as expanding their market area, since all their store in MA are clumped around Boston.

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By in United States,

I live in Upstate New York and would love to see something like a pop-up lego store in the Albany/capital region area. The closest Lego stores are 3 hours away in each direction (Rochester and Manhattan/Queens). The Lake Grove store is now no exception, about 3 hr 15 min away. Hopefully the pop-up stores will prove successful, or we’ll have a greater Lego presence with the new Legoland (also 2.5 hours away)

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By in United States,

wish there was one in the florida panhandle. i reallllly dont feel like going all the way to orlando for a lego store

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By in Ireland,

@dmcmonagle: Agree! I always order what I can off of [email protected] because of the lack of an official LEGO shop. I think one in Ireland is hugely needed

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By in United States,

This is my local mall so I might drop by next week. The flyer came in the post last week but I didn’t realise at the time it was the first pop up store!

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By in United States,

Looking back through the comments it would seem that Lego placed this store here specifically for me, so ummmm, thanks Lego?

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By in United States,

American Girl, a popular and rather expensive doll store in the US, has done something very similar the past few years in my area. They rent a shop in the mall around Christmas time, pack it full of dolls and sell like crazy. If the idea works for them I could see it working for LEGO as well. If kids have never been to a LEGO store then they won't know what they are missing!

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By in United States,

Hey, one is opening up at my local mall! Too bad they won't be there to stay. Maybe if they get enough profit they'll stay? Who knows.

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By in United Kingdom,

I hope they work well in America...
Then next year they can roll the concept into the rest of the world. There is definitely a need for them in many countries and cities that do not have a lego store.

If Nottingham UK is not getting a permanent store, then a pop-up one would be a great addition, even if it was in Derby.

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By in United States,

I remember being disappointed as a kid cause the closest Lego store was 30 minutes away and my parents wouldn't take me that far just to go to the Lego store, but now, there's one pretty close. I personally think that sorting it by price would be more convenient to most customers. No adults will want them sorted by age because they can build any of the sets. When you don't have very much money as a kid, you're going to want to find the cheap sets rather than expensive ones or save your money for a larger one later.

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By in Canada,

These Lego stores are planned to have the same fate as the Lego sets: built to be later unbuilt.

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By in United States,

put more in Ohio there 4 of them there but all of them too far to go to.

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By in United Kingdom,

Need these in the uk

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By in United States,

mroper295 American Girl has stated several times on their Facebook page in comments that there will be no pop up stores for the 2018 holiday season. The American Girl pop up store in Pittsburgh was always busy when we were there. I’m quite shocked that AG is stepping away from the concept; I was hoping it would prove successful enough that they would permanantly open smaller stores in smaller markets (American Girl has two story “super” stores in several-but-far-between markets.)... but—as in disbelief as I am—I guess they weren’t that successful.

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By in Australia,

Oh sure put more stores in the US. The first Lego store in THE ENTIRE SOUTHERN HEMISPHERE was only opened last year, but sure, put more stores in the country that has the majority of the world's Lego stores. No developed country on Earth needs these less than the US...

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By in United States,

@ bmwlego While I agree it would be great let us not forget they already HAD a Lego store at smithhaven mall.............. it did not do so well at all. This was due to TRU (and other toy stores at the time) though and I am hoping to see this as well. Going to Roosevelt field mall (which is 35 mins from me) is getting old. Lake Grove location is no more than 10 mins !!!!!

As far as these being in the US................ hate to be captain obvious but the US pays the bills and keeps the lights on at Lego :) When the annual reports come out do we not bother to look at them? If I am running a business I am catering to the people buying my products no matter what. No need to get political.

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By in United States,

Put one in Idaho! Don't worry about putting one in a metro area that already has a store. Here in southern Idaho the closest store is 5.5 hours away in a different state...

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By in United States,

I think Woodbridge is a good placement for NJ. It will serve a highly populated area that's sort of in the middle of being about 40+ min from surrounding LEGO stores.

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By in Serbia,

Hmm, interesting idea, tho I think there are many people who'd like to see LEGO Stores with Pick A Brick wall (and cups) nearby. That's just one of the best ways to buy pieces. :)

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By in Netherlands,

A dutch store with german prices please... LEGO probably understands that a dutch brand store will be a bad idea as long as their dutch pricing policy is way above that of Germany. Why LEGO, why?

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By in United Kingdom,

Overall, this could be great news for markets where there are either a.) no Lego stores at all or b.) they're spread out very unevenly and hard to get to.

I appreciate that US now don't have Toys R Us, but UK ALSO has no Toys R Us now. On a somewhat selfish rant in the South West of the UK (sorry!) Tesco Direct is going, Toys R Us has totally gone, Smyths is at least a half an hour drive into the busiest local traffic and there are only one or two small independent toy shops within a manageable distance (of Poole). For anyone living in the South West of the UK you have to travel at least 2 and a half to 3 hours to get to your 'local' Lego Store (unless you're close to Cardiff), which is the same duration some Europeans have to travel to get to a store that isn't even in their own country.

I'm hoping/praying this concept works so that we can get a pop-up store in Bournemouth town centre, Southampton or Exeter in the near future! Bournemouth Town Centre is begging for a toy store because the only place that sells Lego you can actually browse is Beales department store, which doesn't have great stock levels - so they'll have virtually no competition.

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By in United Kingdom,

Maybe, due to Toys R Us going to the wall, they have those extra boxes they need to shift and can't move them to other outlets or brand stores. Hence, no Pick a Brick and Build area....

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By in Germany,

@deejdave: "As far as these being in the US................ hate to be captain obvious but the US pays the bills and keeps the lights on at Lego :)"

Really? You know what then, if that were the case, from my perspective TLG can keep the vast majority of its stuff in future. Too much stuff that no one (other than in the US) wants anyway: Superheroes, Superhero girls, Disney galore, Brickheadz, to a certain extent even the overabundance of Star Wars versus all the lost classic themes (Castle, Space, Pirates). No wonder the US market is the only one keeping TLG going and why the loss of TRU (in itself a totally forgettable and unimportant chain anyway, at least over here) in the US is such a shock to TLG that they think this experiment will be of any use. I think Amazon and all the other online retailers that sell LEGO sets at discounts far above any at LEGO [email protected] or their brand stores are the future.

And as you are so fond of numbers:
LEGO stores in the US: 69, or 1 per 4.75 million people
LEGO stores in Germany: 11, or 1 per 7.55 million people

LEGO stores in Netherlands, Italy, Spain, Norway, Russia, even China: Zero !!!
But hey, let's open some more in the US, why not?
No wonder TLG's sales figures are what they are.

Sorry for the vitriol, but I'm so incredibly sick of TLG's blatant preferential treatment of the US in recent years, while at the same time they keep on whining that their sales decline. They should realize that people outside the US are not stupid. We notice when we are neglected, overlooked, downplayed, or when it comes to prices - ripped off - and we act accordingly. Sad to see what has become of TLG. No wonder that nowadays even in the West, people buy Lepin et al.

It used to be fun to open the latest catalogue and find out about all the great new sets that will be coming. Nowadays you open the catalogue and even though it is ten times as thick (and there are TWO per year instead of one) as it used to be, most of the pages are filled with some kind of disappointment, be it the selection of themes, many mediocre sets, or overinflated prices - or all at once!
Add to that the annoyance that is LEGO instructions these days. Or is the dumbing down also caused by catering for the US market first and foremost? Are kids over there that incapable? I wouldn't think so, but perhaps TLG's mysterious focus groups have led them to believe just that. All I know is that my kids are really annoyed by modern LEGO instructions, having to go through something like thirty pages for adding 20 odd pieces.

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By in United States,

@AustinPowers: I was reading how the US grew a totally different Lego market in the sixties and I suggest giving it a read as it maybe gives an idea of why and how Lego markets grew differently between the US and Europe.

http://www.miniland.nl/Historie/legoautos/samsonite/samsonite%20pagina%20eng.htm

And I say this as an immigrant into the United States from the United Kingdom, please don't politicize Lego. Not everything fun needs to be politicized.
It's really draining and totally unnecessary.

It's really standard business practise to do your marketing experiments in the your biggest market. Which, as jealous it may make the European market, is the US.

P.s. I didn't move here for the Target exclusives

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By in United States,

@AustinPowers: LEGO has a LEGO Flagship Store in China with another coming soon, and 36 LEGO Certified Stores, so not sure where you're getting the idea that China doesn't have any LEGO stores. They have plans to expand the total number of LEGO stores in China to 60 by the end of the year: https://www.retailnews.asia/legos-big-prospects-in-china/ Among the other countries you mentioned, Italy and Russia also have LEGO Certified Stores

A lot of factors go into deciding where to put a LEGO store, one of them being whether it would jeopardize their relationship with existing retailer or LEGOLAND park/discovery center. LEGO has been popular enough in Germany for long enough that I suspect it's big business for a lot of retailers who might not care for the idea of LEGO opening up their own stores and cutting out the middleman.

Geography and population density are other considerations. Germany has around 75% fewer people people than the United States, but those people occupy a landmass over 96% smaller. So the likelihood is far greater that people in any particular geographic area already have several stores within driving distance that carry LEGO. Frankly, it can be baffling hearing people in the US talk about the inconvenience of having to drive an hour to get to a LEGO store (from where I'm attending college right now, getting to ANY LEGO store is about a 2 hour drive, and that's a small distance compared to many places further west where EVERYTHING tends to be spread further apart)

"No wonder TLG's sales figures are what they are"… you mean, higher than they ever were before 2015? The 35 billion DKK revenue in 2017 was a decline from the previous two years but still nothing to sneeze at, and it's not as if during that two-year stretch of higher revenue LEGO had any MORE stores in Germany or any MORE Castle/Space themes than they have now.

You also seem to be very insistent on this weird idea that LEGO's current licenses show some massive bias towards United States buyers and against German buyers — even though so far in the German box office for this year (https://www.boxofficemojo.com/intl/germany/yearly/), Avengers: Infinity War, Jurassic World, Black Panther, and Solo: A Star Wars Story are the 1st, 3rd, 5th, and 8th highest grossing films. Meanwhile, Star Wars: The Force Awakens and Star Wars: The Last Jedi were not only the highest grossing films in Germany for 2015 and 2017, they were the second and seventh highest grossing films in Germany OF ALL TIME.

I can fully understand you preferring non-licensed themes over licensed ones. After all, I do too! I hardly ever buy Star Wars, Super Heroes, or Disney sets, even though my tastes in non-licensed themes tend less towards the classics I grew up on and more towards ones with character-driven, "high fantasy" storytelling (Bionicle, Ninjago, Elves, etc). But if LEGO wants to continue doing movie licenses at all, it doesn't seem like the ones they've been focusing on lately such as Disney, Star Wars, Jurassic World, Marvel Super Heroes, and Harry Potter are really any less strategic choices for your country than they are for mine.

As far as prices go I understand your perspective completely. Complaints from US buyers about LEGO being too expensive often feel downright bizarre to me considering how much pricier those same sets tend to be in Europe… though at the same time, it's worth remembering that income and wealth inequality are considerably less severe in your country than in ours. Perhaps also relevant, LEGO already has the largest market share of any toy company in Germany, while as far as I'm aware both Mattel and Hasbro command a larger market share in the United States.

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By in Germany,

@Aanchir: I used the information provided on Lego.com about their stores. They didn't show any for China, nor for Italy or Russia. So probably their website needs an update.

And no, it doesn't seem to be that TLG cares the least about other retailers when deciding where to put a LEGO store. For example here in Frankfurt there is a Kaufhof (which has an extensive LEGO section and as a "premium" partner even sells things like the UCS Millennium Falcon, the Taj Mahal, the Modulars and other "exclusives") in the same building as the LEGO store, as well as other retailers selling LEGO nearby.

As far as me mentioning sales figures is concerned, I am getting my info from local store owners who sell LEGO. They are highly dissatisfied by how LEGO sales have gone down in recent years (compared for example to sales for Playmobil and other popular makes), and how themes like Superheroes, Brickheadz or the hideously overpriced CMFs simply don't sell, even at substantial discounts.

Just because Superhero movies make a lot of money (which in part is due to ticket prices having risen dramatically in recent years!) doesn't mean the sets sell as well, especially as the majority of moviegoers who watch those films are teens and up, which in turn isn't an age-group interested in playing with LEGO sets very much.

Plus, as you mentioned the statistics, apart from 2018 no superhero film has been in the top five here since 2013, and in those years that one or two were, there simply wasn't any other large enough blockbuster available. I mean, most of the output of Hollywood seems to be superhero movies nowadays. What are cinemas supposed to do? Show nothing? Of course they show these hyped films, and people go there because they want to watch movies, and if there is nothing else around they go for stuff they know.
I don't count Star Wars as a "superhero" movie by the way, because that is a totally different type of genre.

Lastly, the notion that "income and wealth inequality are considerably less severe" over here, that might have been the case in former times, but for many years now, this unfortunate trend has shown up over here as well, and ever worsening from year to year. This is one of the main reasons (apart from the migration situation) why radical left and right wing parties have risen so dramatically in recent years in Germany. Not a day goes by that the "social dynamite" as it is called here, i.e. exponentially growing wealth and income inequality, is mentioned in the news, in tv discussion programs, etc.

@Stretchy Grunt: thank you for that interesting bit of history. That is indeed a fascinating read.
By the way this is not about jealousy, it's basic annoyance about the direction TLG has taken in recent years, and the negative effects their preference for all things US has had on the rest of the world as far as LEGO is concerned. This goes so far as to put people off of their once favorite hobby for good. And no, I am not just talking about myself.

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By in United States,

In Maryland now there are 2 Brand stores, and one popup store, all within about 30 miles of one another. There were surely better spots if they wanted to reach out to people without access to the store. No need to drop a popup store less than 12 miles away from the closest normal brand store. There are many options further north that could have used access. I'm 5 minutes from the Arundel Mill store, so it's no big deal to me. Instead they dropped one in Columbia Maryland, essentially placed it in the richest area in the state in an area where people wouldn't even blink at the prices. Not familiar with the other locations that these popups will appear, but my guess is these are wealthier areas.

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By in United States,

It's nice that LEGO is opening another one of their stores, but I think that LEGO should put one of their next stores in southern Maine. Still I think that LEGO is doing a good job.

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