Iconic toy brand The LEGO Group has officially opened its new store in Hammerson’s flagship destination Bullring. The store has a whole host of in-store play experiences, as well as a LEGO minifigure scanner which uses consumers’ handprints to transform them into one of the brand’s minifigures before they enter the store. It stocks one of the widest selections of LEGO  products, including all the latest ranges.


A first for The LEGO Group in the UK, the unit has dynamic lighting and a digital ribbon’ of screens above the shelving units to create a more immersive experience.

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. It’s testament to the strength and popularity of Bullring as a retail and leisure destination that an iconic, international brand like The LEGO Group has chosen to open there. The LEGO Group is only opening two stores in the UK this year, and both of those are in Hammerson destinations. 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: “We are especially thrilled to have opened our latest LEGO store within the Bullring, as we bring our latest design elements to the UK for the first time. 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.”