LEGO has revealed their new flagship LEGO Store in New York in a new “retailtainment” concept. It has two stories filling 7,175 square feet and features a new retail format with things that will be introduced to more than 100 stores worldwide in the near future.

The LEGO Group unveils groundbreaking ‘retailtainment’ concept at NYC flagship store

• Stores to feature first-of-a-kind immersive digital and physical shopper experiences to inspire creativity and imagination.
• New concept platform to be introduced to LEGO® stores around the world.
• Store transformation part of the Group’s strategy to innovate across retail channels.

JUNE 24, 2021: The LEGO Group today shared a glimpse into the future of experiential retail as it opened its doors on a dazzling new store in New York City. The 7,175 sq. ft, two-storey store on Fifth Avenue is the first LEGO® flagship store to feature an innovative new retail format, elements of which will be introduced to more than 100 stores worldwide in the coming year.

The format is designed to create an immersive world of LEGO bricks by blending unique digital and physical experiences. It has been developed as part of the Group’s strategy to innovate its stores as shoppers seek more personalised and interactive retail offerings. Despite the rapid growth in e-commerce, brick-and-mortar stores continue to play a critical role in strengthening consumers’ connections with a brand and in helping people to discover new products.

Colette Burke, Chief Commercial Officer said: “For a number of years we’ve seen the trend towards people visiting

LEGO has revealed the first prototype LEGO brick made from recycled plastic. Continuing their journey to make LEGO products from sustainable materials, the new brick uses PET plastic from discarded bottles. It has taken the team of 150 people over three years to meet several of their quality, safety and play requirements, including clutch power. A one-litre plastic PET bottle will provide enough raw material for ten 2×4 LEGO bricks. It’ll still be a while before we see recycled material bricks in LEGO sets as their next phase of testing will take at least another year.

The LEGO Group reveals first prototype LEGO® brick made from recycled plastic

The LEGO Group today unveiled a prototype LEGO® brick made from recycled plastic, the latest step in its journey to make LEGO products from sustainable materials.

The new prototype, which uses PET plastic from discarded bottles, is the first brick made from a recycled material to meet the company’s strict quality and safety requirements.

A team of more than 150 people are working to find sustainable solutions for LEGO products. Over the past three years, materials scientists and engineers tested over 250 variations of PET materials and hundreds of other plastic formulations. The result is a prototype that meets several of their quality, safety and play requirements– including clutch power.

Vice President of Environmental Responsibility at the LEGO Group, Tim Brooks said: “We are super excited about this breakthrough. The biggest challenge on our sustainability journey is rethinking and innovating new materials that are as durable, strong and