Lego opens in Manhattan

New York City Danish toymaker Lego has opened its first location in Manhattan. The two-level, 3,000-sq.-ft. store, in Rockefeller Center, is filled with intricate Lego displays (built by the company’s “Master Builders” who travel the world building specialized Lego projects) of familiar Manhattan landmarks.

The first floor features a wall with hundreds of bubbles filled with individual Lego pieces, including hard-to-find items. Customers are given a small cup and can mix and match the pieces.

The upper level has a play area, and a Master Builder Bar with computers and printers that allow customers to shop and ship, print out specialized building instructions, or design their own Lego kit and have it custom made. An area for Lego-themed birthday parties is also available.

The Manhattan store is based on Lego’s new prototype, which it debuted in Concord, N.C., in 2009. It’s part of an expansion strategy that will give the toy company an estimated 53 stores by yearend.