Shopping malls are competing to offer increasingly immersive experiences, but the new Lego store in Paseo Acoxpa brings something beyond consumption: the promise of returning to play as a shared activity among children, families, and adults. The company opened its 35th store in Mexico and the sixth in Mexico City, in the Tlalpan borough, at a time when the focus on entertainment and football intersects with the anticipation of the 2026 World Cup. The new space was also conceived as a prelude to the global excitement of the World Cup, which is already being felt in the city, with special installations and pieces that make football one of its main protagonists. During the inauguration, César Ridruejo, General Director of Lego Latin America, explained that the brand's bet continues to be focused on expanding the reach of the experience to increasingly diverse audiences. Play, he said, is no longer exclusively for childhood, but as a cross-generational experience that connects with all ages. And in a city that is already breathing the World Cup, being just minutes away from the Azteca gives it an even greater symbolic dimension. The strategy is simple, but effective: to turn play into experience and the experience into memory. Among the highlights is the three-dimensional figure of a football player built with 22,000 bricks, a piece that not only serves as a visual attraction but also as a symbol of the scale with which Lego has decided to join the World Cup atmosphere. This will be added to in June with one of the pieces that will surely attract both fans and the curious: the two-meter replica of the 2026 World Cup trophy, the same one that will reproduce the award to be presented at the end of the tournament in July. The company also announced the presence of a stadium built with blocks, conceived as a tribute to the footballing passion that dominates the city's mood on the eve of the tournament. Beyond football, the opening also reveals the strategy with which the brand has sought to stay close to the different passions of its audience. Formula 1, gaming, pop culture, and now football are part of an emotional map where Lego has found new ways to connect with families, children, and adult collectors, understanding that today play is also identity, passion, and lifestyle. The new Paseo Acoxpa store seems to understand this logic well. The store, in this sense, presents itself as a place where childish curiosity, adult nostalgia, and collecting coexist. The first thing that catches your eye when walking through the space is that it is not just a sales point. The experience is designed in 360 degrees: from the possibility of creating custom minifigures to stations where visitors can choose loose pieces by color, size, or shape to build their own projects. Because beyond the bricks, what Lego is inaugurating in Tlalpan is a space where imagination takes center stage again. What can you find in this new store? Minifigure building tower. Anyone can build their own minifigure by choosing accessories that represent them, with many options for personalization. Pick-A-Brick section. Enthusiasts can grab loose bricks and elements to expand their collections and keep building and rebuilding whatever they imagine. 3D models. To commemorate the opening of this new store, the company commissioned a model of a football player, which required 21,843 bricks, weighs 45 kilograms, and took 95 hours to build. Gift with purchase. The first 500 customers who buy more than 2,999 pesos will receive a gift set: the miniature model of a LEGO Store with 414 bricks. Features include a front sidewalk, windows with a glass effect with an open entrance to the store, a cash register, display stands, and more. Additionally, guests are encouraged to participate in free building challenges and events at the store, designed to inspire the builders of tomorrow through practical play. That feeling of creative freedom is perhaps one of the greatest successes of the place. With the World Cup to be held in the city, the store incorporates a series of elements that directly connect with the passion that is lived in Mexico for this sport. It doesn't just sell sets and exclusive launches; it builds an atmosphere where the visitor comes to look but ends up staying to imagine.
