Lego Launches First Store in Northern Ireland with Titanic Tribute

Lego has officially opened its first store in Northern Ireland, located in Victoria Square, Belfast. The new outlet, which spans 165 square meters, welcomed eager fans on August 27, 2025. This marks a significant moment for the toy retailer, as it expands its reach into a region previously without a dedicated store.

The store will be inaugurated by Dáithí Mac Gabhann, a well-known advocate for organ donation, who will cut the ribbon to celebrate this milestone. With the opening, 19 new jobs have been created, providing a boost to the local economy.

Exclusive Offerings and Interactive Experiences

Inside the store, customers can explore a variety of popular collections, including Star Wars, Marvel, Disney, Harry Potter, Fortnite, and Minecraft. One of the standout features is the “Pick & Build” section, allowing visitors to select their own Lego pieces.

A notable highlight is the £589.99 replica of the Titanic, which serves as a tribute to Belfast’s shipbuilding heritage. This detailed model scales at 1:200 and comprises over 9,000 pieces, measuring more than 135 centimeters in length. Shweta Munshi, Vice President of Marketing for Lego Retail, expressed the significance of this product, stating, “It’s one of our existing sets, but we have displayed it here with pride because this is an ode to the city.”

In addition to the iconic Titanic model, the store features areas designed for interactive play, where children can build their own mini-figures and engage in creative workshops. Munshi emphasized the goal of providing a hands-on experience, stating, “Our main focus is to give a brick-in-hand experience so kids can come in and build.”

Connecting Generations Through Creativity

As digital devices dominate leisure time, Lego remains a timeless source of creativity and enjoyment. Munshi highlighted three key reasons for Lego’s enduring appeal: the joy of building, the tangible nature of the product, and the brand’s commitment to staying relevant. “Kids love us because they actually get to build and see something very tangible, and parents love us for the same reason,” she explained.

The store also aims to cater to AFOL (adult fans of Lego), showcasing intricate designs like floral arrangements and more complex themed sets. “We are always in line with what is resonating,” Munshi added, noting that Lego continuously adapts to current trends and interests.

To commemorate the opening, the first customers spending over £135 will receive a special gift: a Lego store ribbon cutting set featuring a Belfast sign. This limited-edition item is highly sought after among collectors, particularly those who identify as adult fans.

As for future plans, Munshi hinted at the possibility of additional stores in Northern Ireland, stating, “We always keep a lookout for wherever we need to be to cater to our fans in the best possible way.” With this new store, Lego is poised to become a beloved destination for families and enthusiasts alike in Belfast.