With the opening of its first exclusive branded store in Gurugram, Danish toymaker The Lego Group has officially entered the Indian retail market, marking a major turning point in the company's regional expansion strategy.

The 4,500-square-foot store is the biggest Lego location in South Asia and demonstrates the company's dedication to building a stronger customer base there.

The flagship store signifies Lego's shift from a multi-brand, mostly online retail presence through sites like FirstCry and Hamleys to a dedicated brick-and-mortar format with the goal of improving direct consumer interaction.

More than 800 products are available in the store, including 250 unique sets that have been carefully chosen for a range of customer demographics and age groups.

“We are seeing increasing enthusiasm for the Lego brand not only among children but also among parents and adult consumers,” said Bhavana Mandon, Country Manager, Lego India. “This store is a significant step in our journey to bring more immersive and interactive Lego experiences to Indian customers.”

In partnership with retail franchise partner Ample, the Gurugram location is the first of numerous planned nationwide openings. 

 

Within the next quarter, the second store is expected to open in Bengaluru, and plans are underway to open more in Tier-II and metropolitan areas.

Mandon noted that three important markets that are already showing strong demand are Chandigarh, Ahmedabad, and Lucknow.

According to a 2024 analysis by Exim Bank, the toy market in India is expected to increase from its 2022 valuation of $1.5 billion to $3 billion by 2028, showing a compound annual growth rate (CAGR) of 12 percent. By 2032, Lego hopes to surpass this trajectory and achieve consistent double-digit growth.

Lego has implemented a broad-based pricing strategy to cater to India's diverse customer base, with entry-level products starting at Rs.449 and advanced sets aimed at collectors and enthusiasts costing over Rs.80,000. The business is also benefiting from the growing appeal of Lego items among adults, who are using the tactile construction experience of the brand as a way to unwind creatively and with mindfulness.

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By combining global product innovation with localized consumer interaction, The Lego Group is putting itself in a position to play a significant role in forming India's changing toy ecosystem with this retail venture.