Lego’s India Presence: First Gurugram Store Signals Long-Term Bet on World's Fastest-Growing Economy

Lego Embarks on Indian Retail Journey with Gurugram Flagship

Globally celebrated Danish toymaker, The Lego Group, has made a significant entry into the Indian market with the inauguration of its first-ever certified store in Gurugram today - Friday, May 23, 2025. This strategic move highlights the company's long-term commitment to India, recognised as the world's fastest-growing major economy. The new store aims to provide an authentic and immersive brand experience, catering not only to its traditional audience of children but also increasingly to adult fans and collectors.

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A Landmark Destination in Gurugram

Located in the popular Ambience Mall, a short distance from Delhi’s Indira Gandhi International Airport, the Gurugram store spans an impressive 4,500 square feet, making it Lego’s largest retail presence in South Asia. Bhavana Mandon, Country Manager for The Lego Group in India, explained the choice of Gurugram, citing a strong connection with the audience in the city and finding a location that matched the desired scale and experience. The company aimed for a complete and authentic offering from day one.

The store's design mirrors Lego's global retail concept, incorporating signature interactive elements. These include a "pick-a-brick" wall, allowing customers to select individual bricks, a "build-a-minifigure" station for creating custom characters, and dedicated play tables. Demonstrating a thoughtful approach to localisation, the store also integrates distinct Indian cultural touches. Visitors will find a 3D model of a cricketer and a large mosaic wall artfully depicting India Gate, alongside another impressive mosaic crafted from 74,000 Lego bricks that represents India itself.

Brand Experience Beyond Online

For years, Indian consumers have purchased Lego sets, often waiting for trips abroad to access the latest or more extensive collections. Mandon acknowledged that while Lego has a robust online business in India, a physical store offers an unparalleled level of engagement. "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," she stated, emphasizing the hands-on interaction that is central to the Lego philosophy.

The Gurugram outlet will showcase Lego’s most extensive product assortment in India to date, featuring over 250 exclusive sets available only at this certified location. Mandon highlighted the store's role in educating parents about the breadth of Lego's portfolio. Whether a child is interested in vehicles, fantasy worlds, or other themes, the store provides a dedicated space to explore the full range, an opportunity previously unavailable in a consolidated format in India.

Growing Appeal of Lego for Adults

Significantly, Lego is strategically targeting a demographic beyond children and their parents: adults. The "kidult" market – adults who purchase toys for themselves – has seen a substantial boom, driven by nostalgia, the desire for creative fulfillment, and a means of relaxation. Lego, as the world's largest toymaker, has keenly observed this trend and is actively catering to this audience.

Mandon confirmed the company's belief in the value of play for adults, noting a global increase in adults seeking meaningful distractions from work, which can paradoxically enhance focus. "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," she remarked. The Gurugram store reflects this focus with a large section dedicated to adult builders. Lego's "18+" labeling clearly identifies sets designed for this demographic, encompassing themes like intricate car models, botanical collections for those who enjoy building flowers, and elaborate fantasy castles. This targeted approach acknowledges the higher purchasing power and distinct interests of adult consumers, who have become a crucial part of Lego's growth.

Product Diversity and Engaging Experiences

The product pricing at the new store is designed to be inclusive, with items ranging from an accessible Rs 349 to premium sets costing as much as Rs 80,000. This strategy ensures that both newcomers and seasoned collectors can find something to suit their budget and interest. The underlying idea, Mandon explained, is to create a "fun" environment where families can spend quality time and adults can also indulge their passion for building. The store aims to welcome all, whether they are skilled builders or imaginative storytellers.

While Lego has numerous international brand partnerships, such as with Nintendo, Mandon indicated that these collaborations are often country-specific, and Lego-Nintendo sets will not be available in the Indian store at this time. Following its public opening, the Gurugram store plans to host a variety of customer engagement activities, including workshops and collaborative build-together sessions, further fostering a community around the brand.

Looking ahead, Lego is already planning its next retail footprint in India. The company intends to open its second store in Orion Mall, Bengaluru, with an anticipated launch sometime between the second and third quarters of 2025. This expansion signals Lego's strong belief in the Indian market's potential and its commitment to building a lasting presence through engaging retail experiences.