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Lego Helps Build Bullring Footfall


Birmingham's rebuilding effort is about to get a multi-coloured plastic boost.

Lego, the children's play brick responsible for countless foot injuries in the homes of parents, is to open a new experiential store at Hammerson's Bullring.

It is one of just two Lego openings this year, and brings their UK store total to 16.

The announcement comes as Hammerson celebrates an uptick in footfall during June, with Bullring & Grand Central welcoming more than 3 million visitors. Hammerson said there are 39 million visitors a year at the Bullring, with an average weekly footfall of 750,000.

The stores will stock the widest selection of the latest Lego sets, such as Lego Stranger Things: The Upside Down and LEGO Creator Expert Harley Davidson Fatboy. The second opening is at Hammerson's Westquay, Southampton.

Lego's brandstore look

Lego injuries have become a reliable parental talking point. There is heated debate over the bricks most likely to cause pain if you tread on them, and the peculiar mix of eye strain and hip discomfort caused by sitting on the floor looking for missing bricks.

Hammerson prefers to look on the brighter side. “It speaks volumes about the strength of our catchments, our ability to continue to attract the right shopper base, and the quality of our venues that we have secured the only two Lego stores due to open in the UK this year," Hammerson UK Director of Leasing Kate Orwin said.

"These stores promise to be innovative, interactive and engaging, which is exactly the kind of experience we want to offer customers.”

The Lego arrival comes as the Bullring/Grand Central complex continues to diversify the customer offer with new arrivals including Kitty Cafe and Slim Chickens.

Co-owners are Nuveen and the Canadian Pension Plan Investment Board.