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Danish toymaker Lego opens first store in India, eyes double-digit growth
South Asia’s largest Lego store opens in Gurugram as Danish giant bets on India’s young population and growing love for creative play.
With a sprawling 4,500-square-foot outlet - the largest Lego store in South Asia - the company is making a bold foray beyond it current online and multi-brand retail presence through platforms like Hamleys and FirstCry.
Danish toymaker The Lego Group is laying the foundation for a major India play, launching its first branded retail store in Gurugram and eyeing aggressive expansion, according to media reports.
With a sprawling 4,500-square-foot outlet - the largest Lego store in South Asia - the company is making a bold foray beyond it current online and multi-brand retail presence through platforms like Hamleys and FirstCry. The new store will stock over 800 products, including 250 exclusive sets, in a move Lego believes will deepen consumer engagement and brand presence.
“We’ve seen Lego love grow not just among kids, but also parents and adults in recent years,” said Bhavana Mandon, country manager, Lego India, in a media report.
The store marks the beginning of Lego’s physical retail expansion across India in partnership with retail franchisee Ample. The next store is expected to launch in Bengaluru within the next three months, with further rollouts planned in both metro and Tier-II cities.
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.”
This launch is pivotal, as India’s economy is projected to grow by 6.3% in 2025, driven by rising consumer demand and government support, making India a great place for retail growth. Ample aims to deliver a CAGR growth of over 30% over the next five years.
Mandon said that cities like Chandigarh, Ahmedabad, and Lucknow are already contributing significantly to Lego’s India journey.
According to a 2024 report by Exim Bank, India’s toy market was valued at $1.5 billion in 2022 and is projected to double to $3 billion by 2028, expanding at a compound annual growth rate (CAGR) of 12 percent between 2023 and 2028. Lego is aiming to outpace that figure with double-digit growth through 2032.
To cater to India's diverse customer base, Lego has curated a broad pricing strategy, with products ranging from Rs 449 for entry-level sets to over Rs 80,000 for collectors and serious hobbyists.
The toymaker is also tapping into the rising popularity of Lego among adults, who are increasingly turning to its tactile building blocks as a form of mental detox and stress relief, the report added.
Mandon notes that India has been both challenging and rewarding. However, the company is trying to stay relevant to kids, in order to axe screen time and turn it into an opportunity for constructive play.
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