LEGO: Westfield Doncaster welcomes Danish brand into fold
Lego fans get excited — a store dedicated to the popular toy bricks has opened in Doncaster. And a giant mosaic and two 3D life-size toy athletes will give the store a very Melbourne flavour.
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Two footballers and a giant mosaic depicting a tram are set to capture the imagination of fans visiting Melbourne’s first retail Lego store at Westfield Doncaster.
The mosaic on one side of the store has been built using an astonishing 88,000 toy bricks and, along with the footy players, will lend the store a very local flavour, according to Lego Australia and New Zealand store manager Myriam Szudrich.
Ms Szudrich said she wanted people who visit the store to be inspired.
“You’re never too old to play with Lego and we try to encourage that. It’s a store for people to be inspired when they visit,” she said.
The Doncaster store opened today thanks to a partnership between the Danish brand and Australian investment company Alceon Group.
It’s Lego’s first retail store in Melbourne and complements the existing Lego Land — an interactive experience centre — at Chadstone.
Enthusiasts can mix and match their own pieces to make customizable characters as well as buy themed sets featuring classic TV shows, including Friends, films and computer games.
“It really is for all ages. You look at our range and it appeals to young toddlers and older adults,” Ms Szudrich said.
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Alceon executive director Richard Facioni said Victoria was home to one of the country’s largest Lego fan communities.
“We look forward to unveiling a truly world-class retail experience at Westfield, as the first of a number of Lego-certified stores planned for Melbourne,” he said.
“We’ve worked closely with the Lego Group to create a retail experience that showcases the creativity, innovation and enduring appeal of the brand.”