LEGO Launches Store‑Only Merchandise Test and Expands Custom Gift Model Services

LEGO is conducting a limited trial of exclusive, location‑themed merchandise at select flagship stores. Items such as bags, shirts, magnets, hats, and specialty collectibles have been spotted at the Fifth Avenue store in New York City and the Disneyland store in Anaheim, including pizza‑and‑hot‑dog bag charms, a New York minifigure display case, and Anaheim‑themed accessories. The test is confined to these locations for now, with no announcement on broader rollout.

In parallel, LEGO is promoting custom LEGO® models as corporate gifts. The guide stresses that a successful model should feature a recognisable silhouette, meaningful details, and a focused purpose tied to the recipient or occasion. Potential uses include executive presentations, internal milestones, agency pitches, and product launches, with options for either build‑it‑yourself kits or pre‑assembled display pieces.