The popular toy brand has unveiled some truly British features at the Leicester Square store, including a tea-drinking mascot
The opening of the world's biggest Lego store has been marked with the unveiling of a Big Ben built from the colourful blocks - measuring six-metre high and made of 200,000 bricks.
The structure, which took 2,280 hours to build, is the centrepiece of the Danish brand's new London store which has opened in Leicester Square, and it even features a working clock face which will be illuminated at night.
The opening also includes the unveiling of a new Lego mascot named Lester, an English tea-drinking Minifigure, and the first Lego London skyline replica set ahead of its worldwide release in January.
The phenomenally successful Danish company reports having sold more than 72 billion Lego "elements" or pieces last year.
Loren Shuster, executive vice president and chief commercial officer at Lego said: "We want to inspire and develop children across the globe through creative Lego play experiences.
"Our Lego Brand retail stores allows children, parents and fans to explore the many different Lego products while getting a truly unique and immersive experience of the Lego brand."
Lego made headlines last week when it announced it had no further plans for free giveaways in the Daily Mail following a campaign calling on advertisers to boycott newspapers promoting "demonisation and division" during the Brexit debate.
The company - which ended its relationship with Shell in 2014 after a Greenpeace video highlighted the oil group's plans to drill in the Arctic - declined to say if it was responding to the campaign or if it had changed its marketing plans.
The opening of the world's biggest Lego store has been marked with the unveiling of a Big Ben built from the colourful blocks - measuring six-metre high and made of 200,000 bricks.
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| The London skyline mosaic in Lego's new store in London's Leicester Square |
The structure, which took 2,280 hours to build, is the centrepiece of the Danish brand's new London store which has opened in Leicester Square, and it even features a working clock face which will be illuminated at night.
 |
| The new Lego mascot Lester, an English tea-drinking Minifigure |
The opening also includes the unveiling of a new Lego mascot named Lester, an English tea-drinking Minifigure, and the first Lego London skyline replica set ahead of its worldwide release in January.
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| A London Underground tube model in Lego's new store |
The phenomenally successful Danish company reports having sold more than 72 billion Lego "elements" or pieces last year.
 |
| The ground floor of Lego's new store in London's Leicester Square |
Loren Shuster, executive vice president and chief commercial officer at Lego said: "We want to inspire and develop children across the globe through creative Lego play experiences.
"Our Lego Brand retail stores allows children, parents and fans to explore the many different Lego products while getting a truly unique and immersive experience of the Lego brand."
Lego made headlines last week when it announced it had no further plans for free giveaways in the Daily Mail following a campaign calling on advertisers to boycott newspapers promoting "demonisation and division" during the Brexit debate.
The company - which ended its relationship with Shell in 2014 after a Greenpeace video highlighted the oil group's plans to drill in the Arctic - declined to say if it was responding to the campaign or if it had changed its marketing plans.
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