A new partnership announced between Lego Australia and Ardent Leisure, will see Australia get its first certified Lego store at Dreamworld theme park on the Gold Coast.
Lego Australia and New Zealand head of marketing, Troy Taylor, said expectations are high for the first Lego certified store in the pacific region, with the closest certified store to date being in Singapore. Taylor said Lego is confident in capitalising on its established sizeable fan base in Australia. “We wouldn’t have ventured and partnered with Dreamworld if we didn’t think it was going to be commercially viable for them,” said Taylor. “Lego’s all about mutual value creation and creating those win-win partnerships with our retail partners, so we believe it will be a really strong store.”
Construction begins in July, with an opening date forecast for November 2016, in time for peak Christmas trade. “It’s very exciting and great for Lego fans who have been starved of experiences the Northern hemisphere have had for a number of years,” said Taylor. “Fans in this part of the world will be able to experience things not seen in this market before. It’s a great win for the Lego fans in the Pacific region.”
The store’s 350sqm footprint represents the largest retail outlet at Dreamworld and will form part of a standalone precinct located at the front of the park with internal and external access to the theme park and general public.
Over 400 items will be offered at the store, including extended product lines from overseas. Seasonal items pertinent to periods throughout the year, such as Easter and Christmas, will also be targeted via promotions.
Taylor said Dreamworld is the only Aussie Lego location planned for the moment. “The certified store model is retail-based with the shopper at heart,” said Taylor. “If the partner aligns with our values of creativity, fun, quality, then we’ll certainly consider what opportunities there are. But at this stage this, this is the only one we have planned in the pipeline for the moment.”
The store will also include exclusive Lego sets and hands-on activities for children and families with pass-holders and guests getting access to exclusive products and events.
The store will also feature a pick a brick wall, however information is sketchy on whether this pick-a-brick wall will be stocking same elements as other global pick-a-brick walls.
In August 2015, the first Lego Discovery Centre for the southern hemisphere was announced for Chadstone Shopping Centre following an agreement between Federation Centres and global leisure giant, Merlin Entertainments. That unique, 2800sqm indoor attraction is due to open in autumn 2017. The Discovery Centre is to only allow adults to be accompanied with children in the centre.