USA. The Lego Group has today (25 November) unveiled its largest travel retail store in the Americas at Philadelphia International Airport, developed in partnership with Airport Retail Stores.
The 92sq m unit in the B/C connector offers immersive brand experiences to elevate the passenger journey.
A standout feature is a Philadelphia-themed Lego Mummer sculpture created entirely from Lego bricks, introduced during the grand opening.
In line with the brand’s global store concept, the new outlet also incorporates location-specific design elements, showcasing the city’s popular Mummer tradition. The Mummers Parade – the longest-running continuous folk parade in the USA, active since 1901 – takes place every New Year’s Day in Philadelphia.
Another highlight is the introduction of the Lego Passport stamp, enabling collectors to visit certified locations worldwide and collect exclusively designed stamps.
The grand opening featured complimentary Lego Passport booklets and gifts-with-purchase to drive footfall.
Designed for all ages, the store combines interactive play with Lego’s full range of themes, giving travellers the chance to build at the play table while exploring new and best-selling sets.
The assortment includes major entertainment franchises, such as Star Wars, Harry Potter, DC Batman and Lego City, alongside travel-themed exclusives, seasonal items, minifigures and other collectibles.
The opening builds on the brand’s popularity and longstanding airport presence, highlighted by a full-scale Lego Liberty Bell – on display in Terminal A-West for more than a decade and a popular selfie spot for travellers.
The airport currently has three self-serve Lego vending machines in concourses A, D and E, operated nationwide by automated retail provider Prepango.
The Lego Group Head of Travel Retail Expansion Annette Rosendahl said, “We are excited to welcome the Lego airport store to Philadelphia International Airport and congratulate our partner Airport Retail Stores on the official opening.
“We celebrate that this store is our largest travel store in the Americas, and we are pleased to have the opportunity to offer the passengers of Philadelphia International Airport a fun and memorable experience.
“Our mission is to inspire and develop the builders of tomorrow and this fantastic Lego store offers an immersive brand experience that allows Philadelphia travellers to engage with our brand.”
MarketPlace PHL Vice President and General Manager Mel Hannah added, “The three existing automated vending machines that feature Lego products are restocked constantly.
“It’s a testament to the Lego brand’s enduring multi-generational loyalty combined with the powerful and growing volume of passenger traffic at PHL.”
The store is exclusively operated by Lego’s retail partner, Airport Retail Stores, a family-run company with extensive experience managing high-traffic airport retail concepts across the USA.
Department of Aviation Chief Commercial Officer Kate Sullivan said, “We welcome the increased presence and expanded footprint of Lego products and are thrilled to enhance our retail offerings for travellers of all ages.
“The Lego Group is a renowned global brand, yet our new Lego store will be uniquely ‘Philly’ with the unveiling of an original sculpture that brings Philadelphia into the airport.” ✈
