Sandton City Mall is now home to South Africa’s first Lego Certified Store, to the delight of kids, adult fans, passionate collectors and soon-to-be converted consumers alike. Brought to our shores by the Great Yellow Brick Co and designed by The Lego Group, the store promises to enthral the entire family with an extensive array of Lego products, exciting installations, exclusive and extended sets and experiences.
At the pre-launch event that took place on Thursday, 26 July, guests, TV personalities and media enjoyed a sneak peek at the store before its official opening on Saturday, 28 Jult.
“South Africans have a decades-long love for Lego sets and products, from children who follow instructions to build sets before they can read, 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. “There are also many South Africans who have never been exposed to its possibilities and we are looking forward to introducing them to the limitless ways they can play with, build and collect Lego bricks and sets.”
The store will include signature features such as the Pick A Brick Wall – a custom-built fixture with round canisters, each filled with an assortment of Lego bricks and elements that consumers can purchase in set priced cups or by weight; a Build a Mini-figure Station, which will allow consumers to customise up to three mini-figures from a large variety of parts and accessories; and finally, a mosaic of the Big 5.
Another must-see at the store is a 3D model of the Joburg skyline designed and built out of Lego bricks exclusively for the Sandton store by the members of the South African Lego Group. The installation took two months to plan and design and another four months to build.
The store, designed as a experiential playground for Lego fans old and new, will also feature special build areas that will encourage fans to unleash their imaginations, while augmented reality screens will help shoppers visualise the contents of box sets, in 3D, before they purchase.
“The Great Yellow Brick Co will offer limited- and special-edition Lego sets at the same time that they’re launched internationally, meaning that consumers no longer have to wait for months to buy them or hunt them down online,” says co-founder Robert Greenstein.
“For example, we’re opening with the new Bugatti Chiron set, a magnificent working rollercoaster, the Disney Castle, the Star Wars Y-Wing and the Hulk Buster, and collectors who have been hunting for the Star Wars Millennium Falcon need look no further.”
In addition to the hours worth of fun Lego provides its younger consumers, “Building sets or creating their own masterpieces teaches problem-solving skills to children, and improves their communication skills too,” says Greenstein. “It also develops persistence, lateral thinking and planning skills, and placing that final brick into a creation boosts a child’s self-esteem – something that’s clearly evident in the broad smiles that are sure to appear at about the same time,” says Greenstein.
Fans can also shop the most extensive Lego range online as well, with a convenient click-and-collect service and join the store’s Brick Rewards loyalty programme.
The 179m2 Sandton City store is close to the shopping centre’s Fun District, a level dedicated to family entertainment, and it significantly enhances the centre’s offering for children.