BRICKS IN LONDON

Lego just opened its biggest store in the world—again

Lego has been expanding like crazy recently, leaving its competitors in the toy market far behind. The Danish toymaker’s latest bid at world domination: a megastore in London which opened yesterday. The Leicester Square store replaces its Shanghai store, opened just six months ago, as its biggest in the world.

The store’s opening attracted an excited crowd of customers. They entered the store through a life-size London underground entrance built with LEGO bricks. Inside, customers were greeted by a LEGO Big Ben, an iconic red phone booth, a Royal Mail post box, and a train carrying Shakespeare, a Queen’s Guard, Robin Hood, and a terrified train conductor. The store’s decor is made up of over 1.7 million brick pieces, the company said in a statement.

A man poses for a photograph in a Tube carriage made with Lego in the world's biggest Lego store in Leicester Square in London
(Reuters/Stefan Warmth)
london-underground-map-lego-store-london-embargo-17-11-16-copyright-lego
Brickadily Circus? (LEGO)
A model of Big Ben made with Lego bricks is seen in the world's biggest Lego store in Leicester Square in London
(Reuters/Stefan Warmth)
People building Lego christmas trees in the world's biggest Lego store in Leicester Square in London
(Reuters/Stefan Warmth)
People queue outside the world's biggest Lego store in Leicester Square in London
(Reuters/Stefan Warmth)
People queue outside the world's biggest Lego store in Leicester Square in London
(Reuters/Stefan Warmth)
A woman poses with in a phone box made with Lego bricks in the world's biggest Lego store in Leicester Square in London
(Reuters/Stefan Warmth)
A women walks past a picture made of Lego bricks in the world's biggest Lego store in Leicester Square in London
(Reuters/Stefan Warmth)
An employee carries Lego boxes in the world's biggest Lego store in Leicester Square in London
(Reuters/Stefan Warmth)
pick-a-brick-lego-store-london-embargo-17-11-16-copyright-lego
(LEGO)
pick-a-brick-2-lego-store-london-embargo-17-11-16-copyright-lego
(LEGO)
mosaic-maker-1-lego-store-london-embargo-17-11-16-copyright-lego
(LEGO)

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