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Lego coming to Mayfair

Shop Talk

The Journal Sentinel business department follows developments in the local retail industry

Feb. 07, 2012
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By Paul Gores of the Journal Sentinel

Feb. 07, 2012 0

 Construction on a new Lego store -- the first in the Milwaukee market -- is set to begin this week at Mayfair mall.

The store, to be upstairs at the mall between Starbucks and Gymboree, is scheduled to open in May.

The store will feature "kid-chic design, innovative displays and consumer-friendly play areas that deliver an engaging, entertaining and fun experience for famiiles of all ages," according to Denmark-based Lego.

"Our store at Mayfair will enhance our consumers' overall Lego brand experience through product variety, store design and regular hands-on family events," said Eric Wolfe, vice president of Lego Group. "Children and families will be able to experience first-hand and hands-on the creativity and imagination that goes into Lego building and be inspired by the over 4 million Lego bricks that are in the store at any given time."

The Lego store will include the popular "Pick-A-Brick Wall," which allows customers to pick and buy specific Lego bricks and elements in a variety of colors and shapes in bulk.

There are 58 Lego stores in the United States.

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About Paul Gores

Paul Gores covers banking, residential real estate, retail issues and other business topics.

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