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Milwaukee's Daily Magazine for Monday, Oct. 20, 2014

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LEGO constructing a new store in Mayfair Mall


The LEGO Group kicks off construction on the first Milwaukee-area LEGO store in Mayfair Mall this week.

While the store itself unfortunately will not be made of the popular plastic toy, it will offer LEGO products for sale, kid-friendly displays and consumer-friendly play areas for kids of all ages.

The new store will feature the popular "Pick-A-Brick Wall," where customers can hand-pick LEGO bricks to purchase, the interactive "Living Room" play area and the "Brand Ribbon," which will wind around the store showing off LEGO model displays and offer fun facts and history.

The Mayfair LEGO store is scheduled to open in May. LEGO is advertising job openings on its website.


Talkbacks

misobento | Feb. 8, 2012 at 3:18 p.m. (report)

LEGO Kidfest is also coming to Milwaukee. http://www.legokidsfest.com/milwaukee/

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beefsupreme | Feb. 8, 2012 at 1:01 p.m. (report)

this is a good move by lego. legos are great, but they have to be feeling the blow delivered by the thomas the train merchandising machine. i would suggest they start offering a lego thomas set or accessories if they haven't already done so. i spent years playing with legos, and have bought some for my son, but i can build a train superhighway interchange that is significantly more complex than the marquette in an hour using the wooden tracks and bridges, whereas free-balling it with legos takes much more skill and time, and the finished product is generally less rewarding in my opinion. this is coming from someone who played made up lego games we called "block of death" and "build to the ceiling with the fewest pieces", so i don't take this lightly. occasionally i do use legos to supplement supports in my railways. anyway, i can't wait for the new store, it's about time.

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