Innovative new LEGO® Store launches on Fifth Avenue in New York with incredible new Broadway Musical spectacle
New York, June 24, 2021: The LEGO Group is putting Broadway back in the limelight after an extended hiatus, assembling some of New York’s top Broadway talent to premiere LEGO® Store: The Musical and show that “If You Can Build It Here, You Can Build It Anywhere.” A showstopping original Broadway-style opening number, LEGO Store: The Musical celebrates the launch of another iconic NYC experience: the new flagship LEGO Store on Fifth Avenue.
An entirely new retail experience, the Fifth Avenue store features the most famous landmarks and icons of NYC built larger-than-life in LEGO bricks, alongside brand-new, one-of-a-kind immersions and interactive experiences with play at the heart. The LEGO Store on Fifth is the flagship location in a new retail format expanding globally.
The opening is commemorated by the first new Broadway-style performance in over a year, assembled by an iconic team of award-winning choreographers, lyricists, producers, performers and headline stars, premiering on June 25th – the same day the store opens – marking a creative reawakening in the city that is always building.
“The lights on Broadway may have been dimmed this past year, but the creativity and resilience of New York and its people have continued to shine bright,” said Travis Blue, vice president, Americas Brand Retail Stores at the LEGO Group. “New York and the Broadway community have always been sources of inspiration at the LEGO Group, where we share the values of big dreams, the love of play and above all, building something new every day. A collaboration to coincide with the debut of our flagship store was a perfect way to showcase the very best of New York.”
Featuring the original musical showtune “Always Building,” LEGO Store: The Musical shares the story of a young girl (Brianna Cameron) who joins a cast of Broadway stage actors, real front-line workers and a menagerie of fan-favorite LEGO Minifigures on a full-day adventure of building, creativity and reveling in the spirit of New York that culminates in a magical opening night at the LEGO Store on Fifth.
LEGO® Store: The Musical stars Tony Award-winning actress Renée Elise Goldsberry (Girls5Eva, Hamilton), is directed by the famed Ezra Hurwitz (NYC Ballet, Moulin Rouge, Chicago, Carousel, Oklahoma), with song produced by Isaac Hurwitz (The Devil Wears Prada, The Secret Life of Bees, Working Girl, Moulin Rouge, Anastasia, Mrs. Doubtfire) and Seth A. Goldstein (The Lehman Trilogy, The Prom) and original music by Michael Mahler (Diary of a Wimpy Kid, October Sky, Hero) and Alan Schmuckler (My Little Pony 2, Night at the Museum). The performance is choreographed by James Alsop (Girls5Eva, The Devil Wears Prada) and features numerous singers and dancers from the Broadway stage including: Zach Bencal (Aladdin), Ava DeMary (Matilda, Evita, Billy Elliot), Shawna Hamic (The Last Ship), Joomin Hwang (The Prom, In the Heights), Shereen Pimentel (West Side Story, The Lion King), and John Riddle (Frozen, The Visit, Phantom), among others. The cast also includes real-life firefighter, Lee Garrett, Brooklyn Nets B-boy, Antonio Smith, professional ballet dancer, Maira Barriga, and professional dancer, Austin Goodwin.
“I think the creativity and imagination of the LEGO brand combined with the magic and spirit of Broadway is an explosion of goodness. This was an incredible project to bring to life, right at the time it’s needed most!” said lead actress Renée Elise Goldsberry.
“After one of the most challenging periods in our recent history, our Broadway community was devastated to have gone dark,” said director Ezra Hurwitz. “Just as the LEGO Store on Fifth is opening a hub of imagination and play—so is the spark of our beloved city and we are elated to be singing and dancing and celebrating the reemergence of our community once again.”
Performing alongside these real-life stars is a cast of fan-favorite LEGO Minifigures: Cabaret Singer, Classic Red Spaceman, Construction Worker, Desert Island Guy, Gold Minifigure, Girl with Boombox, Hot Dog Guy, NYC Baseball Player, Party Llama, Pirate Captain, Purple Crayon Girl and front and center—Lady Liberty!
The LEGO Store on Fifth is the first location of a global rollout of an immersive digital and physical retail experience built on engagement and interactive playing in the world of the famous LEGO brick. Greeted by the towering and interactive Tree of Discovery, kids and adults of all ages will be in awe over the incredible life-size LEGO models celebrating the icons of NYC – including a taxicab you can sit in, an interactive Lady Liberty, a giant Empire State Building and One World Trade skyscraper and the lights and billboards of Broadway and Times Square, just to name a few.
Throughout the two-story space there are plenty of opportunities to explore the latest LEGO sets, and kids will interact with the first-ever Personalization Studio. Within this space, the main attraction is the Minifigure Factory where anyone can design their personalized LEGO Minifigure and watch it be printed right before their eyes! Also new to the store format is the fully AI-Immersive Brick Lab experience. Families will be able to enter a completely interactive and digital LEGO world, scan their very own unique build and watch it travel through Space and NYC environments as they compete in challenges and more.
Also in the Personalization Studio, visitors will find favorite original store features such as the Pick-and-Build wall and Mosaic Maker alongside the latest LEGO sets, the chance to go behind the scenes and see the LEGO design process, and meet and interact with LEGO Minifigures characters in a futuristic format.
LEGO® Store: The Musical can also be seen playing at the new LEGO Store on Fifth where visitors can pick up exclusive merchandise and experience all the new store has to offer.