Lego is coming to Disneyland Resort
LEGO Imagination Center Coming Soon to Disneyland Resort in Anaheim; 4,500 Square-Foot Store to Offer Exclusive Toys, Activities, Fun
LEGO Global Family Attractions (GFA), the division of the LEGO® Company overseeing family theme parks and retail centers, today announced the newest LEGO® Imagination Center will be located in the Downtown Disney® District, the exciting new shopping, dining and entertainment area at the Disneyland® Resort in Anaheim, California. The grand opening of this new LEGO store is slated for early 2001.
This 4,500 square-foot retail store will stock more than 400 different LEGO® toy products and offer a unique interactive retail experience, expressing the LEGO brand values of creativity, imagination and discovery. Behind the "larger than life" red LEGO brick doors, LEGO Imagination Center is designed for children of all ages and provides a "high-touch," interactive glimpse at the LEGO world.
"We're excited to be a part of Downtown Disney," said GFA Vice President of Retail Carol Stemmerman. "The Disneyland® Resort in Anaheim is a major destination point for many visitors and this new LEGO Imagination Center represents a perfect partnership."
Many currently unavailable items, which will be exclusive to LEGO Imagination Center, are being developed for the grand opening, including branded shirts, hats, backpacks and sports gear. The stores and three LEGOLAND® parks will also be the sole distributors of toys and clothing based on the LEGO play themes, such as knights' helmets and shields from the LEGO Castle sets and a cuddly plush version of the LEGO® BABY line.
In addition to a huge assortment of all the latest LEGO toys, including the hard-to-find European lines for girls, Scala and Belville, LEGO Imagination Center will offer guests exuberant, experience-based activities. The store pulls shoppers into action with brick-filled play areas, intricate and whimsical models, vibrant LEGO colors and upbeat music for a unique and total LEGO experience.
The striking architecture of the Anaheim LEGO store is a creative departure from what shoppers normally experience. A classical pavilion style exterior sets off the oval shape of the building, and leads guests into an exciting world of colors, textures, sound and imagination. Inside, people will discover a connecting network of LEGO "worlds," each featuring toys, clothes and other products from specific lines designed for infants, toddlers, youngsters, pre-teens and teens. Center stage in the store will be LEGO brick models, including a life-size giraffe, an airplane, an animated T-rex and many other dramatic creations.
"We're looking forward to the opening of this new LEGO store," Stemmerman said. "In addition to the LEGO Imagination Centers at Mall of America and Downtown Disney in Orlando, another LEGO store is opening in The Shops at North Bridge on Michigan Avenue in Chicago this November. We are currently researching possible sites for future stores, and plan to open more LEGO stores around the globe over the next few years."
Visitors to the Anaheim LEGO Imagination Center will be able to purchase several new state-of-the-art products coming out this fall, including the new Vision Command(TM), the latest addition to the popular LEGO MINDSTORMS(TM) robotics kits. A new product division, LEGO Time, with a clever assortment of watches and LEGO Wear, colorful and practical clothes for kids, will also be featured in the stores.
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-- Posted October 10, 2000
Source: Company Press Release