World-leading play materials maker LEGO will open its first store in Northern Ireland this summer.
Launching in a 165 square metres unit at the Victoria Square shopping centre, it will be the brand’s 21st UK store.
And it will create a number of jobs for Belfast, with recruitment for key roles already under way at LEGO.com/careers.
The LEGO Group was founded in Billund, Denmark, in 1932 by Ole Kirk Kristiansen.
Its name derived from the two Danish words LEg GOdt, which mean “Play Well”, and today its products are sold in more than 140 countries.
Shweta Munshi, vice president of marketing at LEGO Retail, said: “We’re delighted to expand our store portfolio to Northern Ireland.
“After a thorough search, we believe we have found the perfect site in Victoria Square in the heart of the city.
“Our new store will allow builders of all ages to be inspired by the endless play opportunities the LEGO Group has to offer.
“This store will be a top retail destination for product launches and events, while acting as a hub for our LEGO community and new builders alike.”
The official opening date and details for in-store events will be announced later.
Russell Banham, UK head at Commerz Real, who brokered the deal, said: “LEGO is one of the world’s most recognisable brands and we’re really excited they have chosen to establish their first flagship store in Victoria Square, a the leading destination for retail and leisure in Northern Ireland.
“The addition of a LEGO Store will further enhance the unrivalled mix of premium brands who have already made it their home.
“This is great news, not only for LEGO fans, but for the wider retail landscape in Northern Ireland.”
The new Belfast store will offer an extensive range of new products only available exclusively at LEGO stores and LEGO.com, including the new LEGO Endurance set and the LEGO Icons Tudor Corner set.
In addition, LEGO Insiders members will receive benefits at the new store such as exclusive gifts with purchase and double points events.
A statement about the new store said: “Fans of all ages will have endless opportunities to fully immerse themselves in the world of LEGO building, with imagination and creativity throughout the store, including: "
• LEGO Pick a Brick Wall: a great way for customers to select the exact elements that they require for their builds.
• Hands-on Play Opportunities: including free build challenges and events each month.
• Build a Minifigure Tower: visitors can mix and match from a wide selection of bottoms, tops, heads, hair pieces and accessories to customise LEGO minifigures.
• Store Associates: whether customers are picking out a gift, looking for the latest set, or bringing a LEGO fan in for a special treat, the LEGO team can help find the perfect set for everyone.
Victoria Square is currently home to more than 80 UK and international retail brands including Frasers, JD, Flannels, Superdry, Michael Kors, Hugo Boss, Urban Outfitters, Hollister, Pull & Bear and Tommy Hilfiger.
Its retail line-up is complemented by a range of leading restaurants such as Wagamama, YO! Sushi, Five Guys and Slim Chickens, plus an eight-screen cinema.
