NEW DELHI: In a landmark move that signals its deeper push into the Indian market, iconic Danish toymaker LEGO inaugurated its first certified retail store in India on Thursday at Ambience Mall, Gurugram. Spanning over 4,500 sq ft, the outlet is now the largest LEGO store in South Asia and offers a fully immersive experience aimed at both children and adults.

This standalone store marks LEGO's transition from a predominantly online and multi-brand retail presence to a dedicated brand environment tailored to Indian consumers. LEGO India Country Manager Bhavana Mandon told TOI, "This is the first time LEGO fans in India will be able to step into a space that truly captures the brand’s spirit — a place where you don’t just buy bricks, but build memories."

The Gurugram store features LEGO's signature retail concepts including a Pick-a-Brick wall, a Build-a-Minifigure station, and interactive play zones. But what truly sets it apart is its hyper-local design — a sprawling India Gate mosaic made from 74,000 LEGO bricks, a cricket player sculpture, and vibrant dioramas inspired by Indian culture.

"This localization is not just aesthetic," Mandon added. "It’s strategic. We want to make LEGO more accessible and more relatable to Indian families."

The new outlet houses over 800 LEGO sets, with more than 250 of them being exclusive to certified stores. From popular lines like LEGO City and LEGO Technic to intricate, adult-focused sets under LEGO Architecture and LEGO Art, the store targets a wide demographic, including the growing community of Adult Fans of LEGO (AFOLs).

Prices start from ?449 and go up to ?80,000 for premium collector editions — a pricing strategy designed to appeal across income groups.

LEGO has partnered with Bengaluru-based Ample Group for its India retail operations and has ambitious plans to expand. The next store is slated to open at Brigade Orion Mall in Bengaluru, followed by potential outlets in Ahmedabad, Chandigarh, and Lucknow.

The move comes at a time when India’s toy market is poised for explosive growth, projected to double from $1.5 billion in 2022 to $3 billion by 2028. LEGO aims to outperform this growth by posting sustained double-digit increases in sales through 2032.

LEGO’s India strategy goes beyond selling toys. The company is positioning itself as a creative platform that fosters innovation and cognitive development. The store is expected to host regular events, workshops, and live builds to engage young builders and seasoned fans alike.

As India embraces experiential retail, LEGO's Gurugram flagship may well become a blueprint for how global brands can localize without losing their core identity.