VIDEO: LEGO Opened the First Official Store in Prague

The Danish toy conglomerate LEGO opened today (November 3rd) the company’s official stores in Prague.

It is located in the Prague shopping center Westfield Chodov.

Customers will find a large variety of exclusive sets, which are sold only at official points. It will be built on the concept of retailtainment – that is, the showrooms will offer visitors not only goods, but also a range of entertainment for the whole family.

“LEGO is interested in inspiring children, developing their imaginations with creativity. We have no doubt that Czech children who visit the store will feel that everything that can be built here can be built and produced anywhere and for them – the sky is the limit,” states the company.

Customers are welcomed by a unique 3D model inspired by Czech history with a knight on a horse that is over 2.5 meters tall.

In addition, there is a replica of the view of Wenceslas Square, including the National Museum in the background, as well as a mosaic reminding of other beautiful Czech monuments and famous places.

“The store offers not only the largest range of products but also many opportunities to play with the bricks and help us in our mission to inspire and develop the builders of tomorrow through creative play and learning,” says Adriana Jahňáková, Lego’s General Manager for the Czech and Slovak Republics.

This will be done through interactive elements such as Minifigure Studio, Minifigure Expression, and a ‘hands-on’ play area.

The arrival of a LEGO store in Prague may leave some of us wondering why one hasn’t appeared before now. That’s because the city is home to the LEGO Museum (reportedly, the world’s largest private museum dedicated to the toy) and a LEGO factory in the nearby Kladno – which was inaugurated back in the year 2000.

That factory has helped Czechia become the largest exporter of toys in Europe – but not, it seems, a direct seller of the toys it produces.