Kids dragged their parents to Queens Center for a super-sized LEGO experience, as they helped LEGO Master Model Builder Dan Steininger build an 8-foot model of Star-Wars’ R2-D2 with their favorite plastic bricks.
To commemorate the grand opening of the new LEGO retail store in Queens Center, kids were invited to build large-scale LEGO bricks, which Steininger used to construct the giant model. The event ran from 11 a.m. to 7 p.m. on Friday, July 9, and those who visited the store were eligible to win a $50 LEGO store gift card. On Saturday, the first 300 customers to spend $35 or more received a free LEGO subway car set. LEGO T-shirts were given out to the first 300 on Sunday.
The new LEGO store, one of eight additions to the mall opening by this fall, is located in the JCPenney Wing on Level 1, near other kid-friendly stores such as P.S. from Aéorpostale, Kids Foot Locker and the Disney Store. The store had its soft opening in early July but was holding its grand opening this weekend.
“I have no doubt LEGO is going to do extremely well,” said Jeffrey Owen, the property manager of Queens Center, who also described the store as a unique “destination location.”
The store features a Pick-A-Brick wall, where kids can select exactly what size and color bricks they want to buy. Also, you can find some of LEGO’s most iconic sets on display throughout the store.
In addition, customers can experience the interactive ‘Digital Box’ feature, which implements a video camera and futuristic augmented reality technology to show LEGO animations moving around your LEGO box in real-time. The Queens Center location is LEGO’s 53rd retail store in the world.
“LEGO is a place to come in and have a hands-on experience,” said Julie Stern, LEGO brand relations manager.
Despite a younger target market, Stern assured that “LEGO is great for all ages.”
Owen agreed, saying, “Absolutely! I had fun.”
There was a lot of excitement amongst both the parents and children who were lined up to participate in the event, even before the 11 a.m. start.
“We’ve already visited more than we usually do because of the LEGO store,” said mother Liz Hernandez, whose family of LEGO fans plan to come to the Queens Center more often now that the store is open.
“We’re planning on having his birthday party here,” Christa Treitmeier-Meditz said about her son Max.
