The LEGO Group is accelerating its entry into one of Asia’s most dynamic retail landscapes, with plans to open dozens of new LEGO retail locations across India by the end of the decade.
Danish toy maker LEGO, long beloved for its creative building bricks and global fan base, is now making significant investments in the Indian market. India’s large population, rising middle class, and growing demand for quality toys make it a strategic priority for LEGO’s Asia-Pacific expansion.
First Stores Mark the Beginning of Broader Expansion
LEGO’s retail presence in India was historically limited, with products available primarily through online channels and select multi-brand retailers. But in May 2025, the company opened its first LEGO Certified Store in India at Ambience Mall in Gurugram — a 4,500-square-foot flagship that is also the largest LEGO store in all of South Asia. The store features an extensive product portfolio, including more than 800 items and roughly 250 sets exclusive to LEGO retail locations, while also serving as an interactive hub for building creativity and engagement.
Following Gurugram’s debut, LEGO and its retail partner Ample Group have continued rolling out additional stores. A new location at Brigade Orion Mall in Bengaluru is slated to open soon, with other major urban markets like Chandigarh, Ahmedabad, and Lucknow also under consideration.
Ambitious Growth Targets Through 2030
LEGO India’s leadership has publicly outlined ambitious growth goals. Company executives have suggested expanding to as many as 50 dedicated LEGO retail locations across India by 2030, reflecting the company’s belief in the market’s long-term potential as well as its commitment to establishing a more robust in-country retail footprint.
While earlier reports noted plans for roughly 30–40 new stores over the next five years, the broader 2030 target signals an even more aggressive and sustained long-term strategy, including entry into both major metropolitan centers and emerging Tier-II cities.
Strategic Rationale for India
Industry observers point to several compelling reasons behind LEGO’s push into India:
- Population and Consumer Growth: India’s status as the world’s most populous country, with an expanding middle class and increasing disposable incomes, makes it a fertile market for premium toy brands.
- Booming Toy Sector: Research indicates that India’s toy market is experiencing robust growth, with demand rising across demographics, including among adult collectors and families.
- Experiential Retail: LEGO stores are designed to be more than transactional outlets; they provide immersive “play spaces” with features like Pick-A-Brick walls, Minifigure stations, and build tables, helping reinforce brand affinity and repeat visits.
- Omnichannel Strategy: While physical stores are central to LEGO’s expansion, the India strategy also integrates online sales and partnerships with established retail chains, ensuring broad consumer access.
Challenges and Opportunities Ahead
Despite strong momentum, LEGO’s India expansion is not without challenges. Price sensitivity among Indian consumers and logistical considerations in a geographically vast market require careful pricing, localization, and distribution strategies.
Nonetheless, early store performance — including high foot traffic and positive reception from families and adult fans alike — suggests LEGO’s long-term approach could yield significant returns.
Bottom Line
LEGO’s concerted push into India represents a strategic pivot toward a high-growth market that stands to reshape the company’s global retail footprint. With ambitious store targets, immersive retail concepts, and a focus on connecting with both young builders and adult enthusiasts, LEGO is laying the groundwork for meaningful engagement in one of the world’s most exciting consumer landscapes.
As expansion continues through the decade, India could become a key pillar of LEGO’s global growth story.
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Dan Craft
Nathan Sellars
