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December 9, 2025
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- Sun, 14 December 2025
Danish toy giant Lego has officially entered India’s offline retail market with the launch of its first store in Gurugram. This flagship outlet, located in Ambience Mall and spread over 4,500 sq. ft., marks the brand’s strategic expansion into one of the fastest-growing toy markets in the world.
With the Indian toy industry expected to reach $3 billion by 2027, Lego is eyeing double-digit growth and deeper engagement with Indian consumers.
The newly inaugurated store in Gurugram is Lego’s largest retail outlet in South Asia. Developed in collaboration with Indian licensing partner Ace Turtle, the store offers over 800 unique products, including exclusive sets and personalized Lego minifigures. With interactive play zones and a “Pick a Brick” wall, the brand aims to deliver immersive experiences to Indian customers—a strategy that has worked well for Lego globally.
This launch is not a one-off. Lego has plans to open multiple outlets across key metro and Tier-II cities in the near future. The move aligns with the government’s push to promote domestic toy manufacturing and reduce dependency on imports, although Lego’s offerings will remain premium and internationally sourced.
The company has also emphasized its commitment to fostering creativity and hands-on learning through play.
India’s toy market has been on a steady growth trajectory, buoyed by increasing disposable incomes, awareness of educational play, and government support for the sector.
According to industry reports, the domestic toy market was valued at around $1.5 billion in 2023 and is expected to double by 2027, growing at a CAGR of 12–15%.
Global brands like Lego are now tapping into this momentum. While traditional toys dominate, the demand for STEM-based and construction toys has seen a significant uptick—categories where Lego has historically held a strong edge. With urban consumers increasingly prioritizing quality and educational value, Lego is well-positioned to capture a sizeable share of this evolving market.
Lego is not only expanding its footprint but also capitalizing on India’s growing appetite for educational and premium toys.
As the company scales operations, it could reshape the dynamics of India’s toy market in the coming years.
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