Danish toymaker, the Lego Group, has officially launched its first store in India. The 4,500 square feet store in Gurugram is the largest Lego store in South Asia. The store's opening marks a shift for Lego from online sales and sales through other retailers like Hamleys and FirstCry, to having its own physical presence. The store features over 800 products, including 250 sets that are only available at Lego stores.

The Gurugram store is the first of several planned across India with retail franchise partner Ample. The next store is planned for Bengaluru. Lego is also considering opening stores in Chandigarh, Ahmedabad, and Lucknow.

“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.”

India’s toy market was worth $1.5 billion in 2022 and is projected to reach $3 billion by 2028, growing at a compound annual rate of 12%, according to a 2024 Exim Bank report. Lego plans to grow at a faster pace, aiming for double-digit growth through 2032.

Speaking over the opening of the store, Rajesh Narang, Founder & CEO at the Ample Group said: “With the launch of South Asia’s Largest LEGO® Certified Store, we are not just introducing a brand but offering families a space to imagine, play and create memories together. Our goal is to deliver experiences that go beyond shopping, where every visit feels special and interaction adds value.”

The products will start at ₹449 and go up to over ₹80,000 for advanced sets aimed at collectors and hobbyists.

With this retail entry, Lego plans to build a stronger presence in India by combining its global product offering with local consumer insights.

With this new store, Lego aims to be a major player in the Indian toy market.