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LEGO store makes its mark at Broadway Sydney

The much-anticipated LEGO certified flagship store officially opened its doors at Sydney’s Broadway shopping centre on Saturday. The opening attracted crowds of more than 1,000 with a queue that stretched 1.4km before 9am.

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The first 100 customers received free gifts and were greeted by TV series LEGO Masters winners, Henry and Cade.

Store highlights include a Pick A Brick Wall where customers can select an array of pieces at any given time, Build Your Own Mini-Figure stations for customers to build their own LEGO Mini-Figure, including heads, torsos, legs and hair; LEGO play tables providing children the opportunity to get creative, as well as a large LEGO range including hard-to-find products.

Broadway Sydney centre manager, Justine Saltmarsh said it was a very successful launch with centre traffic jumping by well over 20 per cent across the day.

“LEGO appeals to every generation wanting to express their imagination,” Saltmarsh said.

“I can’t think of a better home for this flagship store in Sydney where we hope to welcome our loyal locals alongside intrigued visitors to the city.

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“We can’t wait to see the creativity unlocked, whether you are taking a break from work or study or bringing friends and family to play, this is truly a wonderful new experience to add to Broadway’s status as a much-loved destination.”

Among the roving LEGO characters and ribbon cutting fanfare, an iconic Broadway mosaic, hand-built from 51,769 individual bricks (taking more than 124 hours to build) and a bespoke Broadway 3D model, hand-made from 28,179 bricks.

The store is located on Level 2 with an eclectic mix of dining, fashion and highlighted art installations.

The first LEGO-certified retail store is scheduled to open in Brisbane’s Chermside this weekend.

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