Inside Toronto’s New LEGO Store at CF Toronto Eaton Centre

Toronto’s CF Eaton Centre now has a new destination for LEGO fans, with LEGO’s new dedicated store officially open.

The 2,637-square-foot store marks the company’s second opening in the Greater Toronto Area this fall, forming part of its largest Canadian retail expansion in more than five years. Located inside one of downtown Toronto’s busiest shopping destinations, the new store brings LEGO’s signature building experiences, exclusive merchandise and hands-on activities together under one roof.

It’s also part of a larger investment in the Canadian market, with LEGO expanding its national retail footprint from 12 to 15 stores by the end of the year.

A first look inside Toronto’s newest LEGO Store

The brand new retail location offers everything LEGO fanatics and families could ask for from a LEGO store. Inside, the walls are adorned with sets ranging from smaller builds for kids to the Collectors Series. LEGO makes finding that next sought-after build easy by organizing the store by category. Throughout the store, I found myself browsing the Gaming Sets, Star Wars, and, of course, Pokémon. I saw many familiar sets on display in my own home, including the latest LEGO PlayStation set. One of my favourites, the LEGO Game Boy set, was also on display.

One of the coolest inclusions in the LEGO store is a large 96,778-brick build of downtown Toronto. The display reads, “Greetings from Toronto, Canada,” and features a stunning depiction of Toronto’s Flatiron Building on Wellington St. E. The CN Tower also appears in the background, alongside the city’s bright blue skyline. The LEGO Group hand-built the display. It apparently weighs 186kg and took 395 hours to meticulously build.

An expansion made one brick at a time

The Eaton Centre opening is part of a broader expansion that will bring three new LEGO Stores to the GTA within two months. The company opened its first new location at CF Markville in Markham on September 11. Following the downtown Toronto opening, LEGO will complete its expansion with a third store at Square One Shopping Centre in Mississauga on November 6. Together, the three openings will increase LEGO’s Canadian retail network by 25%, bringing the total number of stores nationwide to 15.

The expansion is particularly notable because the company hasn’t opened a new Canadian store in more than five years. While LEGO products are already widely available through retailers and online, dedicated stores offer something different.

For longtime LEGO enthusiasts, a dedicated store offers more than just another building set. It also offers a chance to discover new releases, explore elaborate creations, and connect with other fans who share the hobby. Opening-day activities also give families another reason to visit the Eaton Centre, especially as the holiday shopping season approaches.

Opening weekend festivities

Opening-day visitors can take part in several interactive activities, including an “Add Your Piece” building experience that encourages fans to contribute to a collaborative creation. The event also features an exclusive LEGO Make & Take activity, letting visitors assemble a small creation to take home. One of the more prominent attractions is a larger-than-life LEGO Yellow Bag installation, designed as a photo opportunity for families and fans.

Visitors can also pick up a limited-edition Toronto opening-day postcard commemorating the store’s arrival. LEGO is also offering several limited-time promotions to celebrate the opening. The first 750 guests each day will receive an exclusive ‘I <3 LEGO Store’ tile, and customers who make qualifying purchases can receive additional collectibles.

LEGO Insiders members who spend at least $195 can receive a LEGO New Store Opening Ribbon Cutting set. Customers spending $155 will receive a LEGO Store set, while purchases of $65 qualify for a reusable LEGO Store tote. The promotions offer an added incentive for collectors, especially those interested in merchandise tied to a new retail location opening.