People News – all the movers and shakers

LEGO’s new build

With a giant fanfare, a huge launch event and a grand opening drawing hiuge crowds, the new LEGO store in the heart of London’s West End has thrown open its doors.

The store, the biggest in LEGO’s worldwide estate, underwent a revamp and expansion and offers up a state-of-the-art retail experience from the toy giant.

The refurbishment and addition of another floor went hand in hand with an ongoing marketing and PR campaign from LEGO, which kicked off when giant LEGO bricks were spotted being carried across Leicester Square to mark what the toy giant said was its ‘biggest build ever’.

The bricks were being transported to the flagship store to highlight the activity, which was keenly timed to coincide with LEGO’s 90th anniversary.

The store reopened in August with joint celebrations for the occasion and the landmark birthday. The store was opened up for a VIP preview for assorted TV personalities and media stars. Those attending included athlete Greg Rutherford, performer Kimberly Walsh and model Ellie Goldstein. On the day of the opening, a giant birthday cake and singalong of Happy Birthday was organised, with a double decker bus manned by LEGO London mascot Lester also on hand. A curtain reveal showed the store frontage and the ribbon was cut by a fan. The new-look store features 3D builds featuring key characters and franchises, as well as more hands-on experiences than anywhere else in the country and a 90 years walkthrough in the store celebrating the company’s history. The store boasts exclusive items for sale, as well a ‘storytelling table’ where fans can watch interviews and videos outlining the design process, and an 880,000 brick ‘tree of discovery’, which will be the centrepiece of the store. There are also highlights from the world of Harry Potter, a double-decker bus and James Bond’s Aston Martin.

Senior VP for LEGO Retail Natali Stojovic said: “Thank you to all the fans who visited the store opening. We were so excited to welcome you and overwhelmed by your amazing support and passion for the brand. We can’t wait to see even more people during our opening celebrations over the coming days. “We are investing in upgrading LEGO stores around the world to give visitors fun, unique and memorable brand experiences. The refurbishment and expansion of our flagship London store will make it a must-visit destination for fans young and old.”

Meanwhile, in the run-up to August, the LEGO Group also marked another big event on the calendar, the UEFA Women’s Euro 2022 event by taking part in the fan festival in nearby Trafalgar Square. It encouraged supporters to use their imagination to play their own version of football – a fantastical one – and included a life-size copy of the trophy for selfie opportunities. • For a full exclusive interview with Natali Stojovic, and for what retailers can learn from LEGO, see the next issue of TnP…

New members sign up for Toymaster

Two new retailers have joined under the Toymaster umbrella.

The new members include Toys4U in Sutton Coldfield, West Midlands, run by Usman Ali and Mehak Rauf and, further north, Big Top Toys, which boasts two Derbyshire stores in Bakewell and Rowsley. The store is run by Paul Rothwell.

Toymaster said it welcomed both retailers into the fold and wished them all the best for the future.

Mattel hits the road

Mattel UK is taking to the road this summer, with not one but two of its top brands touring the country during the school holidays. The Barbie Dream Camper and the Hot Wheels Haulier – totally immersive brand experiences that will excite children and keep the parents happy – set off from

Mattel’s Slough, Berkshire, HQ on two separate tours of

Smyths toy stores around the UK from July 22. The tours will last the six-week duration of the long holiday break from schools. Each of the two buses will visit a total of 18 stores, three per week, from Friday through Sunday. The Barbie Dream Camper, which boasts screenings,

‘festival vibe’ face-painting, toy play areas, and prize giveaways, kicked off in Milton Keynes, while the Hot

Wheels Hauler, which features a gaming station, exclusive toy demos, photo opps and play activities, plus giveaways, starts in Bury.

Before the tour began, Michael Hick, VP & country manager, Mattel UK said: “The Barbie Dream Camper and Hot Wheels Hauler tours bring both of our much-loved products to life for maximum family fun this summer. We were delighted to be the first to try out these dynamic experiences at our new Mattel UK HQ, before families all over the country get to immerse themselves in these experiences.”