The LEGO Group has gone to great lengths to provide a unique in-store shopping experience for their brand stores. In recent years a more uniform approach has been rolled out across stores with many adopting the ‘retailtainment’ concept. This offers in-store experiences such as Build a Minifigure and product showcases. The changes have also seen stores feature uniform branding such as yellow, grey and white brick signage, display pods and large-scale LEGO® models. Well, it seems a similar concept is being introduced into other retailer’s stores. In Leicester, Asda is currently having a major refit and one of the first departments to be upgraded has been the toy department. Unlike other Asda stores which have seen the toy range taken over by The Entertainer, the Big Toy Shop concept in Asda Leicester has seen brand new brighter displays and branding which includes a unique LEGO section. This follows trails in selected Asda stores.
The shelving now features LEGO branding including oversized bricks, theme discs and the same signage as LEGO stores. The section also features one of the magnifying display pods, also found in LEGO stores and a mobile LEGO display unit. Plus the store now features a LEGO Mandalorian big build, this is something other retailers such as John Lewis and Sainsbury’s also have but the branding is the first time I’ve seen it outside of a LEGO branded store. The irony is that although Asda Leicester has this unique in-store branded section, Leicester doesn’t have a LEGO store nor is there even one close.
28th July 2023
Countries without Lego Store has had it for a while. Much like countries without Apple Store.