After regaining its crown as the world’s largest LEGO® store, Leicester Square’s expansion has seen the introduction of a unique in-store experience. The Leicester Square LEGO Store features an Interactive Storytelling Zone, since it was introduced in August last year, this unique part of the store has focused on the history of the LEGO Group. The current 90 Years of Play exhibition is set to be replaced at the end of January with one focused on the LEGO Friends theme. This long-running product line celebrated its 10th anniversary in 2022 and this year has seen the theme completely overhauled with a new diverse cast of characters. It’s unclear if the LEGO Friends exhibition will focus solely on the new products or if it will incorporate the theme’s wider history. Either way, expect it to feature behind-the-scenes content and other material not seen elsewhere. Plans are subject to change.
