LEGO is loved by many kids, adults and die-hard fans. It’s a toy (if you can call it that) that transcends generations and has helped create opportunities for parents, like myself, to bond with their children and expand their creative skills. Over the years, LEGO has become so much more than a toy, it’s become a lifestyle and an institution based on creativity and fun. Now, South Africa will receive it’s first ever LEGO certified store in Sandton City. LEGO fans, rejoice!
The Great Yellow Brick CO is bringing South Africa’s first LEGO certified store to Sandton City on the 28th of July 2018, following a multi-million-rand investment and exclusive deal with The LEGO Group.
The store will be 179m2 of pure LEGO bliss and, while LEGO product has been available through various outlets in the country for years, this new store will be the first LEGO certified one in the country and African continent.
The opening of the store certifies LEGO’s recognition that South Africa is ready for a premium toy experience in an exclusively branded outlet. The store will place focus on creating a playful and creative atmosphere, both principles that form part of the LEGO brand. Both old and young will be able to find unique experiences not available at any of the independent retailers. It will be a space where fans of LEGO can come together and be creative and experience everything LEGO has to offer.
“South Africans have had decades-long love for LEGO sets and products, from children who learn the basics of construction, fine-motor skills or the sheer possibilities of the imagination, to adults who will go to extraordinary lengths to complete their themed collections,” says Kristian Imhof, Country Manager for The LEGO Group in South Africa. “We are excited that this dedicated store will give fans old and new the opportunity to continue building their LEGO world.”
Along with the LEGO product, the store will also enhance the shopping experience of consumers with augmented reality and carefully curated product ranges, which will include some sets not available at independent retailers.