LEGO store to open at Westfarms

WEST HARTFORD, Conn. (WTNH) — LEGO will open its first Hartford area store at Westfarms Mall in the spring of 2014.

The West Hartford store will feature a kid-chic design, innovative displays and consumer-friendly play areas that deliver an engaging, entertaining and fun experience for families of all ages.

“Our store at Westfarms will enhance our consumers’ overall LEGO brand experience through product variety, store design and regular hands-on family events,” says Eric Wolfe, vice president, LEGO Group. “Children and families will be able to experience first-hand and hands-on the creativity and imagination that goes into LEGO building and be inspired by the over 4 million LEGO bricks that are in the store at any given time.”

“In keeping with our commitment to bring unique retailers to our shoppers we are excited to see LEGO open its first Hartford area store at Westfarms,” says Kevin Keenan, general manager, Westfarms. “The LEGO Store is an excellent addition to our exceptional lineup of merchants and will definitely appeal to a broad range of customers, both young and old. We look forward to welcoming them this spring.”

LEGO stores feature an assortment of product and three key design components. The “Pick-A-Brick Wall”, by far the most popular store feature, offers the option to hand pick and purchase specific LEGO bricks and elements in a variety of colors and shapes in bulk. The “Living Room” is an interactive play area prominently positioned in the center of the store, giving consumers a chance to get “hands-on, minds-on” with LEGO products. Finally, a “Brand Ribbon” runs the circumference of the store.

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