Danish toymaker The Lego Group has fomally entered the Indian retail landscape with the launch of its first exclusive branded store in Gurugram, marking a significant milestone in the company’s regional expansion strategy. The store, spread across 4,500 square feet, is the largest Lego outlet in South Asia and underscores the brand’s commitment to establishing a deeper consumer footprint in the country.
The flagship store marks Lego’s transition from a primarily online and multi-brand retail presence, via platforms such as Hamleys and FirstCry, to a dedicated brick-and-mortar format, aimed at enhancing direct customer engagement. The store houses a portfolio of over 800 products, including 250 exclusive sets curated for diverse age groups and consumer segments.
“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.”
The Gurugram outlet is the first of several planned launches across the country in collaboration with retail franchise partner Ample. The next store is slated to open in Bengaluru within the coming quarter, with additional locations being evaluated in both metropolitan and Tier-II cities. Mandon identified Chandigarh, Ahmedabad, and Lucknow as key markets that are already demonstrating robust demand.
“At Ample, we have always believed in creating meaningful experiences for our customers by bringing some of the world’s most iconic brands closer to Indian customers, be it Apple, Bose, Under Armour, ASICS, and now LEGO® Group. 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,” Rajesh Narang, founder & CEO, Ample Group, said.
India’s toy market, valued at $1.5 billion in 2022, is projected to grow to $3 billion by 2028, registering a compound annual growth rate (CAGR) of 12 per cent, according to a 2024 report by Exim Bank. Lego aims to outperform this trajectory, targeting sustained double-digit growth through 2032.
To accommodate India’s varied consumer base, Lego has adopted a broad-based pricing strategy, with products ranging from ₹449 for entry-level offerings to over ₹80,000 for advanced sets targeted at collectors and hobbyists. The company is also capitalising on the increasing popularity of Lego products among adults, who are turning to the brand’s tactile construction experience as a form of mindfulness and creative relaxation.
“India continues to be a dynamic and promising market. While the environment presents its share of challenges, it is equally rewarding,” Mandon noted. “Our focus remains on providing meaningful, screen-free play experiences that resonate with both children and adults.”
With this retail foray, The Lego Group is positioning itself to play a leading role in shaping India’s evolving toy ecosystem, combining global product innovation with localised consumer engagement.