LEGO store expansion and merchandising

In mid‑July 2026 LEGO began a limited trial of exclusive, location‑themed merchandise at its flagship Fifth Avenue store in New York and the Disneyland store in Anaheim, showcasing items such as branded bags, shirts, magnets, hats and specialty collectibles. The same communication highlighted LEGO’s promotion of custom‑built models for corporate gifting, outlining design guidelines and potential business applications.

Two weeks later the company announced further expansion of its retail network. A former Apple store in Ridgeland, Mississippi will be converted into the state’s first LEGO Store, while a new LEGO Certified Store opened at R City Mall in Mumbai, India, featuring exclusive sets, a vertical Play Wall and a Guinness World Record attempt. These openings extend LEGO’s presence beyond its flagship locations and illustrate a broader strategy of growing physical retail outlets worldwide.