LEGO Group expands retail footprint and launches interactive Pokémon sets

The LEGO Group is expanding its retail and product offerings through new store openings and technological innovations. A new LEGO Store is scheduled to open on September 10 at Galaxy Centrum in Szczecin, Poland. The 236-square-meter space will feature interactive play tables, a minifigure building tower, and a ‘Pick a Brick’ wall. The location will also provide access to exclusive products, including sets from the LEGO Ideas and LEGO Icons lines.

In product development, LEGO has launched the Pokémon SMART Play series, a collaboration with Pokémon designed to integrate interactive elements into traditional building sets. The initial lineup includes 12 sets, such as Charizard and Jigglypuff, which utilize sensors, light, and sound effects to respond to user interaction without the need for a screen or mobile application. This technology is based on over 20 patented solutions intended to enhance engagement through physical play.