As Lego opens first store in India, toymaker targets new customers, including adults | Technology News

‘Largest Lego store in South Asia’

Located in Ambience Mall, Gurugram—just a short distance from Delhi’s Indira Gandhi International Airport—the 4,500-sq-ft store is Lego’s largest in South Asia.

“We looked at a few cities before we came in, and we felt there was a very strong audience connection in Gurugram,” Mandon said, when asked why Lego chose the city for its first store in India. “We found the right location—where the audience could come in—and it matched the kind of store and experience we wanted to offer,” she added, noting that they did not want to deliver a half-baked experience. “I think it was just about getting it right with the store.”

Inside the Lego store, the company’s largest one in South Asia. (Image: Lego India)

Mandon said the Gurugram store is modelled after other Lego stores around the world, meaning it includes elements like a pick-a-brick wall, a build-a-minifigure station, and play tables—similar to those found in US stores. However, while designing the store, the company also focused on adding local elements, keeping the country in mind. For example, the store features uniquely Indian touches such as a 3D model of a cricketer and a mosaic wall depicting India Gate. The store also features a mosaic made from 74,000 bricks representing India.

Consumers in India have been buying Lego brick sets for years, but Mandon said that in the absence of a standalone store, many parents would wait for a trip abroad to get their hands on the latest sets.

“Although we have a strong online business, we are never able to deliver the kind of experience that a physical store offers,” she said. “The India store will be the first time customers can walk in and build a Lego set on their own—which is exactly the experience we hope to bring to kids.”

Mandon said the Gurugram store will offer Lego’s widest range of products in India, with over 250 exclusive sets available only at the certified Lego store. “A lot of parents ask us, ‘What’s different about Lego bricks?’ I think once you visit the store, you will see the full range and understand the appeal. For example, if your child loves vehicles, we have an entire collection focused on that. If they are into fantasy, there is a whole range available for that too. Until now, there wasn’t a place to showcase the breadth of our portfolio to parents. With this store, we aim to finally do that,” she said.

‘Lego for adults is a serious business’

But Lego, the world’s largest toymaker, is not focusing solely on its traditional customer base of kids and parents. Adults love Lego too—in fact, the brand has one of the most loyal adult fan bases of any company. Many of its new products are primarily aimed at adults, regardless of whether they have children.

The trend started long before the COVID-19 pandemic, as many adults turned to Lego bricks and collectible toys to tap into their inner child for comfort. Nostalgia is another major factor behind the booming ‘kidult’ market, and the toy industry is taking note—especially the $10 billion Lego Group.

Mandon agreed that adults love playing and building with Lego bricks, and there is a magical element to the experience. It is about self-indulgence and pressure-free creative fulfilment—something that makes playing with Lego distinct from other hobbies.

“We definitely believe there is a lot of value in play for adults. Across the globe, we are seeing this audience grow, as more adults seek meaningful distractions from work. This kind of distraction actually helps them focus better,” she said. “We have seen a surge in the fan community, and as a result, we have strengthened our portfolio to meet the growing demand. India is no different as a market.”

Bhavana Mandon is the Country Manager for the Lego Group in India. (Image credit: Lego India)

The Gurugram store will feature a large section dedicated to adults, and the brand has ensured its new “18+” labelling clearly indicates which Lego sets are designed specifically for them. “The adult section is for those who are into cars and vehicles, botanicals for people who enjoy building flowers, or those who like building fantasy worlds and castles,” she said, adding, “From a portfolio perspective, we have tried to represent all kinds of passions that adults have.”

Adults—especially collectors—have become a major part of Lego’s growth story in recent years, as well as for the broader toy industry. While it is unclear how many of Lego’s consumers are adults, experts say targeting adult fans is a smart move for the brand, as they are likely to have higher purchasing power.

At the India store, prices range from Rs 349 to as high as Rs 80,000. “We have tried to maintain a well-represented portfolio across low, medium, and high price points,” Mandon said. “There are kids who have never built with Lego bricks or just want to experience the product for the first time. So, we are trying to give them the opportunity to test and explore building.”

Mandon said the idea behind the Lego store is to create a “fun” space where kids can come with their families and adults can spend time as well. “There are kids who can build but cannot tell stories, and there are kids who can tell stories but cannot build. We want to welcome all of them through the store,” she said.

Lego has active partnerships with several well-known brands, including Japanese gaming giant Nintendo. However, Mandon indicated that Lego-Nintendo sets will not be available in India, as such partnerships are often country-specific.

Once the store opens to the public on Friday, Lego plans to host various activities to engage customers, including workshops and build-together sessions.

After the Gurugram store, Lego plans to open its second store at Orion Mall in Bengaluru. While the launch date has not been finalised, Mandon said the opening is expected sometime between Q2 and Q3 of this calendar year