It has taken a while, but the building formerly know as the International Toy Center will finally have an actual toy store in it. The LEGO Store that has been under construction for much of this year is reported to be preparing for a soft opening tomorrow at 11 AM at 200 Fifth Avenue. When The Shophound peeked inside last week (pictured above), it seemed clear that an opening was not too far off. While there has been a small Lego store in Rockefeller Center for several years, this location is designed to be more of a flagship, and the 7,703 square foot store will offer a fuller range of Lego products as well as the popular Pick-A-Brick feature that lets shoppers purchase that exact piece they need. Weary grown-ups will also have a lounge to relax in while their younger charges run rampant through the store. As with every Lego store, the decor will consist mostly of great big Lego sculptures which you can see being assembled in the picture above, including interpretations of many famous New York City sights with the company mascot, Brickley the Dragon, snaking his way around the displays. The store is flanked by Marimekko's flagship and Eataly's two entrances, making this corner one of the city's tastiest and most colorful. A more official Grand Opening celebration will take place in a couple of weeks over Columbus Day weekend, so prepare for some special events and celebrations at the corner where 23rd Street, Fifth Avenue and Broadway intersect.
Lego’s Flagship Store to Soft Open This Week (Commercial Observer)