Lego’s Flagship Store to Soft Open This Week [Updated]

Inside the new Lego store at 200 Fifth Avenue, as of  last week.
Inside the new Lego store at 200 Fifth Avenue, as of last week.


Lego’s New York City flagship will soft open at 200 Fifth Avenue this Friday at 11 a.m., according to a spokeswoman for LEGO Systems, and the grand opening is scheduled to span Columbus Day weekend.

The toy manufacturer is a couple of months behind schedule as it was supposed to soft-open in mid-July and then officially open over the course of a weekend in August, DNAinfo reported in April. 

Lego Systems inked a 10-year lease for 7,703 square feet of retail space at the 800,000-square-foot building, which spans 23rd to 24th Streets. It is a a building that for 75 years was known as the International Toy Center before L&L Holding Company bought it in 2009. This marks Lego’s 76th store in the United States, according to a Lego fact sheet.

Lego’s new space used to be home to Fidelity Investments and its neighbor in the building is Eataly food and wine marketplace.

David W. Levinson, chairman and chief executive officer of L&L Holding Company, didn’t immediately respond to a request for comment.

Update: This story was edited to include the soft opening date from a LEGO Systems spokeswoman.

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