Alceon Group and Lego Australia New Zealand have announced that they will open a new Lego certified store in the Hunter Region of NSW.
The store will open at Charlestown Square in the coming months and builds on Lego's expansion into bricks and mortar retail which began last year in Australia.
Alceon Group executive director Richard Facioni said that the store is located in a strong region for the brand.
"Our new AG Lego Certified Store will extend the local reach of this world class retail concept, with a quality venue in a strong catchment set to attract an engaged and loyal base of brick fans.
"Builders of all ages will be inspired by the unique in-store features and endless creative opportunities, with millions of Lego bricks in the new store at any given time.
"Regardless of your age, there’s something inside to be excited about," he said.
The store will feature the signature elements of other Lego Certified stores such as a Pick-A-Brick wall, hands-on play opportunities, large brick mosaics and brick models.
The store will also house a 'digital box' where almost any Lego boxed set can be scanned to come to life in 3D.
Facioni added that the NSW store will extend the successful formula for the Lego Certified stores.
"Over the last year, we have opened six new AG Lego Certified Stores across Australia and New Zealand.
"Our new NSW store will further extend the highly successful formula, as one of the world’s most loved brands meets a custom-built, innovative and engaging retail environment," he said.
The new Charlestown Square store will stock a wide variety of Lego sets including regular limited editions and will also host activities and events in-store.
The opening date will be announced in the coming weeks.