Danish toy producer Lego is to open its first two stores in the Netherlands, in Amsterdam and Utrecht. They will open later this year, but well in time for the holiday season, the company says.
The Amsterdam store's eyecatcher will be a 'Mosaic Maker', that takes a photo and creates a mosaic from it that is made out of Lego blocks. Other experiences and features will have a link to the Netherlands' culture and history.
Although there already are Lego stores in the Netherlands that are managed by franchisers, this will be the brand's first self-owned Dutch store. It will be the twelfth foreign market for the Danes, who already expanded to Belgium (Antwerp) a couple of years ago.