Dreamworld to open first LEGO Certified store in Australia

Australia’s first LEGO® Certified Store will open at Gold Coast theme park Dreamworld later this year, following a new partnership agreement signed this week between global brand, The LEGO Group and Dreamworld’s parent company, Ardent Leisure.

Announcing the partnership, Ardent Leisure Chief Executive Deborah Thomas said the store would be the largest retail outlet at Dreamworld and will encourage more people to visit the park more often. Covering an area of 350 metre², Dreamworld’s flagship LEGO Certified Store will form part of a stand-alone precinct located at the front of the park with access from within and external to the park.

Construction will begin in July with the new store due to open in November 2016.

Thomas explained “LEGO is one of the best known, most successful and powerful global brands and we are delighted to partner with LEGO as we continue our strategy to invest in unique experiences at Dreamworld.

“As a LEGO Certified Store, the attraction is designed in partnership with The LEGO Group and will include many different and exciting features, as well as exclusive product releases and events.”

Dreamworld Chief Executive Craig Davidson commented “this new store will be a destination in its own right and an added attraction to the existing retailers, rides and unique experiences at Dreamworld, including Tiger Island, ABC Kids and the international entertainment brand, DreamWorks precinct.

“It is an exciting development for Dreamworld guests and for tourism to Australia and South East Queensland.”

Troy Taylor, Senior Director of Marketing for LEGO Australia and New Zealand added “we are excited by the opportunity the partnership with Ardent Leisure provides LEGO fans.

“It is fantastic that Australian children and families will get the opportunity to have a unique and engaging LEGO shopping experience.”

The LEGO Certified Store at Dreamworld will be a fully immersive experience and a LEGO builder’s paradise. It will also include exclusive LEGO sets and regular hands-on activities for children and families to experience the creativity and imagination that goes into LEGO building.

Davidson added “with the LEGO Certified Store, our pass-holders and guests will have access to exclusive LEGO product and special LEGO events adding even more value and complementing Dreamworld’s current stable of great entertainment, wildlife and thrill ride experiences.”

Dreamworld and Ardent’s deal for the LEGO® Certified Store is with LEGO’s retail division. The arrangement is separate to the combined Merlin Entertainments and LEGO Group business that runs LEGOLAND Parks and Discovery Centres.

Images: LEGO debuts at Dreamworld (top and middle) and LEGO's Troy Taylor, Dreamworld's Craig Davidson and Queensland Minister for Transport and the Commonwealth Games Stirling Hinchliffe at the announcement.

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