The Leicester Square LEGO store has been the subject of extensive promotion since it opened in 2016 and much of the associated advertising has been focused upon Lester. This minifigure embodies the United Kingdom and received a great deal of attention in advance of the store opening. Many fans were therefore disappointed to discover that just 275 copies of the figure had been produced for the occasion. When the Leicester Square brand store opened in 2016 it was the biggest in the world, and it's set to regain that crown once more. Here's a press release about what's planned: The revamped store will be the first in the UK to debut the new ‘Retailtainment’ concept that blends physical and digital immersive play experiences in-store Personalisation Studio: Visitors can reimagine themselves in LEGO form, either as a portrait from the Mosaic Maker or an iconic Minifigure from the LEGO Minifigure Factory. I don't think any other LEGO Store has a mascot, Liecester Square has Lester the figure with merch such as shirts, figure and other stuff that only tourists would really buy.

Prices here have more than doubled in the past 10 years, it's a major reason I don't go into London much. Lester is wisely equipped with an umbrella in readiness for the sudden rain showers which are a notorious feature of British weather. This element has only appeared in three previous sets and looks splendid, with impressive moulded detail throughout the folded canopy as well as a handle for the minifigure to grip. Personalisation Studio: This element invites visitors to make a memento of their visit. In it, they can reimagine themselves in LEGO form, either as a portrait from the Mosaic Maker or an iconic Minifigure from the LEGO Minifigure Factory.

Also exclusive to the Leicester Square store is the new LEGO mascot, Lester, who is already in full public view on the store’s construction façade. Lester is the quintessential English gentleman – a tea-drinking LEGO® Minifigure who is an expert on all things pertaining to the capital city and all LEGO matters. Build a Minifigure Tower: LEGO lovers can mix and match from a wide selection of bottoms, tops, heads, hairpieces and accessories to customise minifigures. Tree of Discovery: An interactive model that showcases LEGO storytelling on a huge scale. The 880,000 piece structure will be the centrepiece of the store and is an expression of the LEGO Group’s commitment to being inclusive and having a positive impact on society and the planet. Visitors of all ages are invited to explore a magical wonderland hidden inside the tree through windows in its rainbow trunk. The current store will function as normal until Easter. From 17th April, only the ground floor will be operational. It will remain this way until the full closure takes place end of June, ahead of the reopening in the summer holidays.

Refurbishment and expanded floor space means Leicester Square is now the world’s biggest LEGO® store We are investing in upgrading LEGO stores around to the world to give visitors really fun, unique and memorable brand experiences. The refurbishment and expansion of our flagship London store will make it a must-visit destination for fans, young and old, living or travelling to London.” The relatively small numbers of these minifigures that LEGO is producing (compared to a CMF for example) means they won't benefit as much from economies of scale, so their unit costs will be higher. That additional cost gets past on to consumers. Also, the Leicester Square store sees large numbers of tourists who will be attracted to this minifigure as a souvenir. People are often less careful about/aware of prices when they are on holiday especially when in a foreign currency environment which would be true for visitors from outside the UK. LEGO can therefore get away with a higher price.Storytelling Table: LEGO fans can go behind-the-scenes of the LEGO design process with the new storytelling table. They'll learn about LEGO sets via interactive areas that allow them to “meet the designers” through interviews and videos displayed on screens. All while playing with the set in-front of them.