ENFIELD, Conn. -- September 15, 2004 -- LEGO Systems, Inc., the Americas division of one of the world's best-known toy brands, prepares to open three new LEGO® brand retail stores in the New York and New Jersey Area. The growth will bring the total number of LEGO Stores in New York and New Jersey to five, with two existing locations in West Nyack, NY and Paramus, NJ. The new LEGO Stores set the standard in kid-chic display design and consumer-friendly interactive areas.
"The LEGO Store concept provides an opportunity to enhance our consumers' overall brand experience," says Matt Harker, vice president of LEGO Brand Retail in the Americas. "The quality and assortment offering of our products is second to no other construction toy company, so we aim to reflect that quality and excitement in the brand experience children and families will have in our new store design."
The new LEGO Stores house wall-to-wall product offerings as well as three key feature components: the Brand Ribbon, the Living Room and the Pick-A-Brick wall. The Brand Ribbon is a design element that runs the circumference of the store with classic model displays and historical Company information to excite guests. The Living Room, prominently positioned in the center of the store, is an interactive area for consumers to get "hands-on, minds-on" with LEGO play materials and new products, view set displays or take a temporary break from shopping. The Pick-A-Brick section, a new retail concept for the Company based on success in LEGOLAND® Parks and European brand stores, allows consumers to purchase bulk LEGO bricks in a variety of colors and shapes.
LEGO fans in the New York and New Jersey Area can look forward to new store openings at the Smith Haven Mall in Lake Grove, NY, Bridgewater Commons in Bridgewater, NJ and in Rockaway Townsquare in Rockaway, NJ. For more information, contact LEGO Consumer Services at (800) 233-8756 or visit www.LEGO.com/legostores.
