As Lego opens first store in India, toymaker targets new customers, including adults

By | May 23, 2025

Gurugram, India – The colorful world of Lego has finally arrived in India. The Danish toymaker launched its first certified store in Ambience Mall, Gurugram, a bold move aimed at both kids and adults. With this launch, Lego signals a new chapter in its global expansion, and India is a key focus.

A Grand Welcome in Gurugram

The store covers 4,500 square feet, making it the largest Lego outlet in South Asia. It offers more than just shelves stacked with toys. It brings an experience. As visitors walk in, they see local touches that make the space unique. A huge India Gate mosaic, built with over 74,000 bricks, stands out. There’s also a life-size Lego cricketer, paying tribute to India’s passion for the sport.

Lego designed this store not just to sell but to immerse customers in creativity and play.

Why India? Why Now?

India offers a massive opportunity. With over 1.4 billion people and a fast-growing middle class, the toy market is booming. Experts estimate the industry will grow at over 10% CAGR in the coming years.

Lego didn’t just jump in. The brand studied Indian shoppers. It knows that physical stores still drive excitement here. “We want families to build, create, and explore Lego in person,” a Lego India representative said during the launch.

Adults Are the New Kids

Interestingly, Lego isn’t just targeting children. It’s also going after adults, especially those who want a fun and mindful way to relax. These fans are called AFOLs – Adult Fans of Lego. Many adults now turn to Lego as a stress-relief tool and a creative hobby.

The Gurugram store features adult-focused collections like Lego Icons, Architecture, Art, and Technic. These sets have complex builds and elegant designs. They aren’t just toys — they’re display pieces and conversation starters.

This isn’t just a trend in India. Around the world, more adults are building Lego sets for relaxation and creativity. During the pandemic, Lego became a favorite way to unwind. In response, the company launched themed kits for hobbies like art, history, and gardening.

Now, Lego is bringing that same experience to Indian adults who want to explore something meaningful beyond screens.

A Store Built for Interaction

This store is more than just a place to shop. It’s interactive and engaging. Here are some key features:

  • Pick-a-Brick Wall: Customers can choose from hundreds of individual Lego pieces.
  • Build-a-Minifigure Station: Visitors create unique Lego characters by mixing and matching faces, outfits, and accessories.
  • Play Tables: Both kids and adults can sit down and start building right away.

These areas invite people to stay longer, try new sets, and immerse themselves in the joy of building.

Next Stop: Bengaluru

Gurugram is just the beginning. Lego plans to open its second store in Orion Mall, Bengaluru. This signals a long-term commitment to India. After Bengaluru, Lego plans to explore Tier II cities like Pune, Jaipur, and Lucknow.

The goal is clear: Build a strong foundation through flagship stores and expand into new markets. Lego wants to grow slowly but steadily — not just with flashy launches, but with real engagement.

Connecting Play and Learning

Lego is also entering India’s education space. Parents are increasingly looking for toys that support learning. Lego fits this trend perfectly. Its STEM-based sets promote skills in science, technology, engineering, and math.

The company has started working with schools and educators to promote hands-on learning. Its educational products, including robotics kits and engineering sets, match the learning goals of many Indian families.

A Promising Future for Lego in India

Lego’s arrival in India is not just a store opening — it’s a strategic and cultural step. The brand blends its global identity with local themes, creating a unique experience for Indian consumers.

Lego is positioning itself as more than a toy brand. It’s becoming a creative lifestyle choice for both children and adults. With smart expansion plans and a deep understanding of its audience, Lego looks set to build a strong presence in India — one brick at a time.