LEGO is testing exclusive merchandise at select flagship stores, offering location-themed items such as bags, shirts, magnets, and collectibles. According to Brick Fanatics, this is part of a retail test initiative, with each outlet offering its own range of collectibles. LEGO’s Fifth Avenue flagship store in New York City is among the locations participating in the trial.
LEGO Store Exclusives Spotted at NYC
According to Brick Fanatics, the flagship Fifth Avenue outlet is providing guests with pizza and hot dog bag charms. Other exclusive merchandise is the New York minifigure display case. The items appear to be location-themed collectibles created specifically for participating stores.
The logo featured on some of the merchandise matches the branding used for the store’s free LEGO tour. The similarity has led to speculation that similar tours could eventually be introduced at other locations.
Recognized LEGO Fan Media (RLFM) Ambassador Brady Joyner Bricks hared images on Instagram showing several items available through the limited merchandise test.
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Customers who purchased the merchandise shared photos and comments featuring items such as hats, tote bags, pens, magnets, passport holders, and a dark teal cap featuring LEGO minifigures.
Several others commented that they loved the items and would be visiting the outlet soon. “Will be there next month. Excited!” a user wrote.
Another said, “Omg. I want so many things! I hope they keep them in stock when I visit later this year.”
Brick Fanatics also reported that LEGO’s flagship store at Disneyland in Anaheim is participating in the merchandise test. Offerings include a water bottle, pencil, magnets, and other Anaheim-themed accessories. This was spotted by another Instagram user, Cameron Curtis.
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The exclusive merchandise currently appears limited to select flagship stores, with LEGO yet to announce whether the program will expand.
