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Dreamworld LEGO Store Preview (and Opening Day promo details!)

January 26, 2017 By Jay Ong 26 Comments

If you follow my Facebook page or Instagram, you’d probably have seen a bit about my trip to the Gold Coast to attend a special preview of the Dreamworld LEGO Store yesterday. I won’t lie, it was a pretty hectic day trip and when I got home at 1am last night, I pretty much just collapsed into bed.

What do I think of the Dreamworld LEGO Certified Store? Simply put, it’s everything you could ever want from a LEGO Store and more.

It was such a delightful, almost magical experience to be there and I am so thankful that Australia is finally able to get the quintessential LEGO Store experience.

It blew me away and I am really glad that I made the decision to go. It’s the real deal and I’m really envious that Queenslanders have access to such an amazing LEGO store.

I’m going to split this write-up into 3 parts – you can click each link below to jump to the corresponding sections, to make it easier for you to find the information that you need:

  • The Dreamworld LEGO Store Experience
  • Opening Day Details and Promotions
  • Pick a Brick, Build a Minifigure & General Store Retail Information

The LEGO Store will open at Dreamworld this Saturday, 28 January 2017 at 9am. The flagship LEGO store is part of a standalone precinct at Dreamworld’s front entry, and visitors will be able to enter the store without a Dreamworld ticket.

The LEGO Store’s opening hours are 9am – 6pm.

The Dreamworld LEGO Store Experience

Yesterday, I attended a special event for LEGO bloggers and it was great to meet Jeremy from Rebelscum Michael from Bricking Around. We were given a really great personal tour of the store and got to chat with Hannah, the amazing store manager, the LEGO store staff and also Queensland’s LEGO rep Nick, who was a really cool bloke.

The LEGO Store occupies a very prominent spot at Dreamworld, and is located very closely to the main Dreamworld entrance.

When you walk in through the main entrance, you’re greeted by a pair of brick-built Clone Troopers who strike an imposing presence. Your eyes will then inevitably wander to the massive Pick a Brick Wall that serves as the LEGO Store’s centerpiece. It’s really a sight to behold.

In addition to the Clone Troopers, there will also be several other life-sized LEGO models which will be revealed at the opening. They were kept secret from us and hidden under black sheets, so it was quite a shame that we didn’t get to see them!

There were some cute brick-built Friends animals on display and a massive Didgeridoo.

I really liked the Didgeridoo as it gave the store some much-needed Aussie flavour.

If you enter via the Dreamworld park, you’ll be greeted by this lovely mosaic of Shark Suit Guy chasing down a Surfer. Very Aussie.

The Dreamworld LEGO Store was a lot larger than I had expected, and there was plenty of space to move around. Circling the store are shelves upon shelves or LEGO sets.

The range of LEGO sets was absolutely massive, and I cannot tell you how happy I was to see nearly all currently available LEGO sets on sale.

The Store has (nearly) literally everything, from Creator Expert sets, Modular Buildings, UCS Star Wars sets and even a few retailer exclusive sets, which loosely translates to the ultimate LEGO shopping experience.

There were some missing sets such as the new 2017 retailer exclusive sets, seasonal sets and the new Adventure Time Ideas set but once the store gets up and running, the plan is to get as close to parity with online releases.

I was pretty overwhelmed by all the LEGO sets available. I felt truly immersed and had that “kid in a toy store” feeling that you simply can’t get from walking through toy sections in other retailers. Another way to describe the feeling is “Pure LEGO exhilaration”.

It was also great to see some “recently retired” sets such as the Sydney Opera House and Star Wars UCS Sandcrawler on sale.

One of the highlights of the store is the “brand ribbon” which runs along the circumference of the store and is embedded into the shelving. The brand ribbon contains built displays, and sceneries of LEGO models which are brilliant at showcasing the size and intricate details of sets.

All the sets in the acrylic displays and brand ribbon were assembled by the 20 “brick specialists” aka LEGO Store Employees. It was great to hear from the employees about their experiences building the sets, which they got to do as “homework”.

Allowing the Brick Specialists to build the sets was a really clever move, as it gave them the opportunity to personally relate to the sets, and articulate what was unique, or enjoyable about those sets.

The Dreamworld LEGO Store also marks the first appearance of The LEGO Disney Castle in Australia and it was displayed proudly for all to see. It’s so tall that they had to remove the acrylic lid to fit the spire in!

In terms of exclusive sets, the biggest surprise (and delight) for me was the London Bus set, which was previously only available as a Gift with Purchase from LEGO.com last year. They were being sold for a very affordable $19.99 and I can see these selling out really quickly given their rarity.

Naturally, I expect scalpers and resellers to load up on these, so we’ll see them very soon on eBay at inflated prices. It’s not cool, but it’s bound to happen.

The Pick a Brick Wall (there’s a whole section on the PAB you can get to if you click the link) was definitely the highlight of the store and is the LEGO Store’s strongest draw by far.

The sheer size and scale of the PAB wall and options available almost warrants a trip for any LEGO fan to the Gold Coast, just to experience it. LEGO fans on holiday in Queensland or the Gold Coast should definitely add the LEGO Store to their itineraries.

The LEGO Store also gives other LEGO fans across the country yet another reason to visit the Gold Coast, in addition to the weather, beaches and theme parks.

Another thing that really set the Dreamworld LEGO Store apart from any other LEGO shopping experience were the staff, or Brick Specialists as they’re called.

The store manager Amelia was such a delight to talk to and I could see why they picked her for the job. She’s bright, cheerful and most of all, super enthusiastic about LEGO. It was such a pleasure to talk to her and she was incredibly helpful and patient with all the questions I had about the store.

I picked her brain on what her favourite 3 sets in the entire store was – The LEGO Movie Batcave, Fun in the Park and the Duplo Jungle set, a great mix of sets!

The warmth and energy that she exudes also rubs off on her staff. They were exceptionally friendly and helpful and they really make for great brand ambassadors for the LEGO brand. 

I hope I didn’t forget anyone, but I have to mention Nick & Taylor, who were our initial guides into the store, Ananda, Eli, Hannah and Larissa, who were all great to chat to.

I really enjoyed hearing about their experiences with LEGO and what they thought of the sets that they built.

The welcoming atmosphere that’s generated by the people that work in the LEGO Store really underpins the entire experience of the Dreamworld LEGO Store.

Will I be back? Most definitely. This was my first time in Queensland and it was all too brief and I’d love to come back again to do the proper tourist thing.

The Dreamworld LEGO Store is a wonderful experience, especially so for families with young children who are into LEGO. I was pretty apprehensive about the store initially, but now that I’ve visited, I think it’s going to prove to be a popular destination for all kinds of LEGO fans in Queensland.

If you have any questions about the store, or my time there, please let me know in the comments! If you’re visiting the opening this weekend, I’d also love to hear about your experience and to see what you bought!

Opening Day Details and Promotions

There’s a massive billboard right outside Dreamworld advertising the opening date of the LEGO Store – 28 January 2017. The store opens at 9am and there’s going to be a whole bunch of activities and offers for lucky attendees.

The most significant opening offer, is the chance to get the 40145 LEGO Store set, which is a special exclusive that can only be obtained when a new LEGO Store opens.

As this is the first Australian LEGO Certified Store, this represents the first time this set will be officially available in the country.

To qualify for one, you’ll have to spend $199 or more in a single receipt to get the LEGO Store set. It’s limited to 1 per person, and is only valid still stocks last.

Given that this is quite a rare and desirable set, if you plan on getting it, I would recommend lining up extra early as LEGO fans and resellers are going to pounce on this like a pack of hungry hyenas.

The opening on Saturday will also have the new LEGO February releases which include The LEGO Batman Movie, Ninjago, Duplo, Creator, DC Super Hero Girls, and Classic sets. Some of the February releases were already on shelves at yesterday’s preview but they’re mostly still on the way to the store.

This makes the Dreamworld LEGO Store the very first store in the country to stock the February release sets.

The opening will also unveil the LEGO models and statues that have been specifically designed for the store. At the preview, they were covered under black sheets and we weren’t allowed to see them!

Lastly, there’s going to be plenty of activities for kids such as speed build competitions and there will also be (limited) showbags given out to visitors!

Pick a Brick & General Store Retail Information

The Pick a Brick Wall is undoubtedly the highlight of the store. The wall is absolutely massive and runs around a hexagon-shaped pillar right in the middle of the store. There are 24 slots on each side, for a whopping total of 144 slots of bricks.

For those unfamiliar with the Pick a Brick concept, you basically fill up cups with as much LEGO as you can, as long as the lid snaps securely. There are two sizes of cups, a small one which costs $14.99 and a large one that costs $29.99.

There are only a few duplicates throughout the wall, and I was quite impressed with the variety at the store. This is definitely one of the biggest PAB walls I’ve come across.

I’ve catalogued the entire wall in a Facebook album above, so if you’re planning on going for the Pick a Brick, this should help you plan ahead to see what parts you need.

I think the price is pretty good for the amount of bricks that you get, especially if you plan on snagging rarer elements like all those delicious sand green parts.

The Pick a Brick Wall elements will be updated throughout the year, but there’s no set timetable of when the part selection gets refreshed.

I really hope we get more diversity, as there were mostly basic bricks and plates at the store, and I would love to see more tiles and foliage down the track.

Here’s my Pick a Brick Haul and only set purchase.

The Build a Minifigure Station was slightly disappointing, mostly because of the price. For $19.99, you get your pick of a hat or hair, accessory, head, torso and legs in as many different configurations for 3 minifigures. 

The selection at the LEGO store was not very interesting, which is why I didn’t build a minifigure. The pieces were all pretty generic and apart from the saxophone accessory, nothing really stood out to me.

That said, this is going to be really popular with kids and families. I do wish that it wasn’t so expensive, I think $20 is slightly prohibitive and $15 would be a much fairer price.

I also hope they refill and refresh the selection with more options.

The clamshell packaging that comes with each Build a Minifigure Order is quite nice, and makes for an excellent gift!

There’s also a brick engraving service, which also makes for a pretty neat souvenir. You can only engrave 2 x 4 bricks and you can choose to either engrave a keychain for ($19.99) or a regular 2×4 from the Pick a Brick wall for $9.99.

You’re limited to 10 characters, and you can either have the engraving be plain, or filed with white paint.

Check out the video below to see how it’s done.

Unfortunately, there weren’t any Australia-exclusive LEGO sets, builds, keychains or magnets. I hope we’ll eventually get an Aussie magnet like the ones you see above that I got from LEGO Certified Stores in Japan and Malaysia.

There is currently no VIP program, so you’ll be unable to collect VIP points with your purchase. That said, there are plans to eventually introduce some sort of loyalty program (that’s separate to the official LEGO VIP program) very soon, so keep an eye out for that in the coming months.

There will also be plans to introduce LEGO Monthly Mini Builds that are a staple of LEGO Stores coming in March. Basically, how it works is that there are monthly builds that kids can build in-store and take home for free. There will also be other monthly activities which are unknown at this point.

There are also plans to introduce bonus polybags or sets that were usually only available on LEGO.com as gift with purchases eventually. For example, they did try to get the Year of the Rooster set, but the timing didn’t work out.

The LEGO Certified Store will also stock all sorts of exclusive items and sets (like Home items & Accessories) that you can’t find anywhere else. They will also eventually stock seasonal sets as well, but there were none in the store yesterday.

There were of course plenty of keychains, neat little rare products like the Friends, Ninjago, Minecraft, Nexo Knights and City Minifigure Accessory sets, and Friends & Nexo Knights merchandise.

Filed Under: Events, News Tagged With: build a minifigure, dreamworld, exclusives, gold coast, lego certified store, lego retail, lego store, lego store set, pick a brick, pick a brick australia, queensland, shopping

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  1. Navid says

    April 2, 2020 at 9:16 AM

    I love building minifigures!

    A song will help…

    This song’s gonna get stuck inside yo’
    This song’s gonna get stuck inside yo’
    This song’s gonna get stuck inside yo’ head
    This song’s gonna get stuck inside yo’
    This song’s gonna get stuck inside yo’
    This song’s gonna get stuck inside yo’ head
    This song’s gonna get stuck inside yo’
    This song’s gonna get stuck inside yo’
    This song’s gonna get stuck inside yo’ head
    ‘Cause it’s so catchy, catchy
    It’s such a catchy song
    Gonna make you happy, happy
    Don’t try to fight it, sing along
    This song’s gonna get stuck inside yo’ (head)
    This song’s gonna get stuck inside yo’ (head)
    This song’s gonna get stuck inside yo’ head
    This song’s gonna get stuck inside you
    Run but you can’t hide, I’ll find you
    Shine so bright, my bling-bling blind you
    Sing this song, I must remind you
    Everybody roll out, screamin’ and they shout
    Everybody in the house got it comin’ from they mouth
    Runnin’, runnin’, let me get ’em
    Y’all have the rhythm stuck in your system?
    I’m goin’ to the top
    Everybody goin’ to the top
    Everybody head gon’ rock
    Everybody say, “Don’t stop, ”
    Everybody say, “Don’t stop, ” ooh
    This song’s gonna get stuck inside yo’
    This song’s gonna get stuck inside yo’
    This song’s gonna get stuck inside yo’ head
    This song’s gonna get stuck inside yo’
    This song’s gonna get stuck inside yo’
    This song’s gonna get stuck inside yo’ head
    ‘Cause it’s so catchy, catchy
    It’s such a catchy song
    Gonna make you happy, happy
    Don’t try to fight it, sing along
    This song’s gonna get stuck inside yo’ (head)
    This song’s gonna get stuck inside yo’ (head)
    This song’s gonna get stuck inside yo’ head
    There’s nothin’ that you can do
    There’s nothin’ that you can say
    This song is stuck on replay
    You better sing it every single day
    From the mornin’ and through the night
    I got it movin’ from left to right
    And if you wonder who’s to blame
    Yeah, it’s me stuck in they brain
    Like a permanent stain and it won’t change
    Even if you go insane
    This song is now in your brain
    And in your brain it will remain
    This song is now stuck inside yo’
    This song is now stuck inside yo’
    This song is now stuck inside yo’ head
    This song is now stuck inside yo’
    This song is now stuck inside yo’
    This song is now stuck inside yo’ head
    ‘Cause it’s so catchy, catchy
    It’s such a catchy song
    Gonna make you happy, happy
    Don’t try to fight it, sing along
    This song’s gonna get stuck inside yo’ (head)
    This song’s gonna get stuck inside yo’ (head)
    This song’s gonna get stuck inside head
    This song’s gonna get stuck inside yo’
    This song’s gonna get stuck inside yo’
    This song’s gonna get stuck inside yo’ head!

    Reply
  2. jodie says

    February 19, 2017 at 3:24 PM

    Hi we are planning to visit the store in 2 weeks as a surprise for our 8 year old son who is obsessed with lego. He knows we are going to the gold coast for a holiday but has no idea about the new shop. My question is do we need to buy tickets to dreamworld or can we just enter the shop?

    Reply
    • Jay says

      February 20, 2017 at 10:05 AM

      Oh awesome! Hope you guys have a great time. Your son is going to love it! No, you don’t need a ticket to Dreamworld to go in 🙂

      Reply
  3. Julie says

    February 6, 2017 at 3:25 AM

    Excellent review. I’m heading there in two days so very excited. Quick question do you remember if they had the Lego Creator Expert Assembly Square? I’m very keen to buy it. And how much was the Disney castle? Do you remember?
    It sounds like you had a blast and I cannot wait to see if for myself.
    Thanks for your time
    Julie

    Reply
    • Jay says

      February 6, 2017 at 10:23 PM

      Unfortunately, they didn’t have the Assembly Square there. They did say that they would eventually get it but they weren’t sure on dates.

      You should buy the Assembly Square online, though. It’s probably a lot easier to transport and you get VIP points and whatever gift with purchase offer as well! I think that’s much better value than buying it at Dreamworld. Also, you don’t want to lug around a massive box on holiday!

      The Disney Castle is at RRP – $499.99.

      When you’re there, it’s best to get the smaller exclusive items you can’t easily get at regular stores. And also the Pick a Brick!

      Hope you have a great time. I’d love to hear what you thought of the store and what you ended up purchasing!

      Reply
      • Julie says

        February 11, 2017 at 7:41 PM

        Hey there thanks for the reply.
        I was sad that they sold out of the London double decker bus. One thing I really wanted.
        I actually went up just to see the store haha not a holiday. A bit obsessed ATM. I ended up buying the Disneyland castle and the Christmas house which I’m not sure of the exact name. I bought my 5yr old nephew the chess set as he is obsessed with chess and Lego and I got his name engraved on a brick.
        Other than that I didn’t see anything unique. I did like the brick wall they had but they sold door frames and windows but not the glass which was odd.
        They also sold red flowers but no stems lol so defeated purpose slightly. Hopefully they will get more in because I am sure I will head back when I’m back in town. 🙂
        I think I’ll see how much Assembly square costs in the states when I’m there in March.
        I’d also like the Ferris wheel and London bridge some day.

        Reply
        • Julie says

          February 11, 2017 at 7:42 PM

          Oh I also bought the bride and groom cake too which I thought was adorable and I’d never seen it before.

          Reply
          • Jay says

            February 13, 2017 at 9:22 PM

            Oh that’s cool – you can’t get those in regular shops! They make really cool wedding gifts! I used the older set as my wedding cake topper 🙂

            Reply
        • Jay says

          February 13, 2017 at 9:19 PM

          Oh bummer! Sorry they sold out of the London Bus! Nice one scoring the Disney Castle!

          Sounds like all the stems got cleaned out by LEGO fans! I really want the Sydney Opera House myself, but I could never bring myself to spending that amount of money!

          Reply
  4. Nick says

    February 2, 2017 at 10:26 PM

    Hi Jay.

    Very comprehensive article. I may have missed it during my cursive read, but were there any signs of polybags there (or in the future)? Polybags are really the only thing I get excited about these days because they are extremely rare or non existent in Aus. When we were in America, I got heart flutters being in department stores that had racks of them– especially the special forces TIE Fighter and the other polybag TIE INTERCEPTOR (I think).
    During our recent visit to Singapore I wasn’t able to get time to do a proper hunt for Lego so I didn’t happen to come across polybags there 🙁 Five days just isn’t enough for a decent city exploration.

    Cheers.
    Nick

    Reply
    • Jay says

      February 4, 2017 at 8:29 PM

      Hey Nick

      No, there weren’t any polybags, but the store manager did say that they would eventually get them there. They were also looking to introduce the same promos as those from the online LEGO store, but they didn’t manage to get them in time for the opening.

      Bummer that you didn’t get the chance to get to any LEGO stores in Singapore! The range is great, but our prices are definitely cheaper, so I don’t think you missed out on much!

      Reply
  5. Kon Sumer says

    January 28, 2017 at 5:35 PM

    Great write up and photos, the price of build a minfigs are a rip off, to say it nicely. Australia tax at is best. In Germany you can get them for €6.99 = $9.99 that what it should be here, at max it should be $14.99 3x CMF.

    Reply
  6. LegoFanBlue says

    January 27, 2017 at 9:28 PM

    Good review. I’d love to check this store out. Hey I’ve been wondering, when the discovery centre in Melbourne opens will you need to buy to go in to access the store? Thanks

    Reply
    • Jay says

      January 28, 2017 at 6:35 PM

      Nope! You can access the LDC Store without a ticket or child!

      Reply
  7. James says

    January 27, 2017 at 8:58 AM

    Thank you for a detailed and thorough review. It makes me wish I lived in Queensland!! I wish we had such a store in Ireland-sigh.

    Reply
    • Jay says

      January 28, 2017 at 6:16 PM

      Glad you enjoyed reading it! It was a lot of fun. Well, at least you guys are close to England and Germany, where LEGO Stores are in abundance!

      Reply
  8. Hammerdragon says

    January 27, 2017 at 8:22 AM

    Nice review Jay and you have me salivating for my trip in April. Question on the PAB. How do you reach the top ones? When the Melbourne store opens I’ll be there day 1 to snag the specials.

    Reply
    • Jay says

      January 28, 2017 at 6:11 PM

      Awesome! The top slots are actually empty and just for show. There’s a paper insert inside to make it look filled.

      Each side of the pillar has 4 x 6 slots so they’re all within reach! I really hope we get some cool specials when the Melbourne store opens but because it’s a Legoland Discovery Centre shop… my expectations aren’t particularly high :/

      Reply
  9. Rei says

    January 27, 2017 at 2:50 AM

    Wow! I’ve been to Gold Coast twice in the last 2 years. Now you made me feel like going there again. I like the London bus set too!

    Reply
    • Jay says

      January 28, 2017 at 6:09 PM

      Haha yeah, the GC has also shot up my holiday destination list because of the store! The London Bus set is great! All I need is the Big Ben to go with it, heh.

      Reply
  10. Magmafrost says

    January 26, 2017 at 5:09 PM

    I have concerns about the idea that sets will be available in-store on the same day they’re available online. That’s… I dont think that’s ever happened in Australia. So really there are three possibilities: we start getting sets i n stores when we should (spectacularly unlikely IMO), this store gets sets early, or, most likely, they just delay their release online. Of course its also possible that they were wrong and actually sets wont be released online and in this store at the same time.

    Its also deeply concerning that this store doesn’t appear to have the london architecture set, so I guess add that to the new list of sets that just dont get released in this country for no good reason. It also makes my blood boil that sets that are supposed to be available in other stores but in reality aren’t, like the ghostbusters firehouse, are here. Exclusive to one store on the continent, that seems fair (/s). I know Lego’s always hated us, but it really seems to be ramping up lately.

    Reply
    • Jay says

      January 28, 2017 at 6:08 PM

      Yeah, but I guess because they’re a Certified Store, they do get preferential treatment when it comes to shipments. It’s still early and of course a lot of this is up to LEGO, but I think it’s a great gesture to have.

      In other LCS in Asia, they get sets in a very timely manner, so I don’t think it’s that hard to do. Also, it could bode well for other retailers, if LEGO can reduce the lag time between online releases and physical releases.

      Yeah, there were a few sets missing – I do think London will eventually pop up.

      With regards to the GBHQ and retailer exclusives, sadly, that’s always been the way things are done here. LEGO do need to keep their retailers happy, and exclusives are just one way of doing so, so I doubt that’ll change in the near future.

      Reply
  11. Naomi says

    January 26, 2017 at 4:07 PM

    Love the review, Jay. I cannot wait to go and the kids keep asking when we’ll get there and can we go tomorrow, please?

    I am most excited about the pick a brick wall and expect that my haul would look very similar to yours – I love that green colour!

    Now to plan a trip to the Gold Coast 🙂

    Reply
    • Jay says

      January 28, 2017 at 6:02 PM

      Glad you enjoyed it! I don’t know if it’s worth planning an entire trip there JUST for the LEGO Store… but if you’re holidaying nearby, it’s definitely worth a visit!

      I don’t even know what I’m going to use my sand green bricks for, but I’m just excited that I finally have so many!

      Reply
  12. Mark says

    January 26, 2017 at 2:23 PM

    Great review Jay! You’ve certainly been busy to get this article done in such a small timeframe. It was frustrating being so close to it but not able to enter ?. Alas, enjoy some well earned rest on Australia Day! We must have been on the same flight home…1am arrival, Jetstar into Melb.

    Reply
    • Jay says

      January 28, 2017 at 5:03 PM

      Haha, the public holiday definitely helped!

      Ahh, I was on a slightly earlier flight. I got into Melbourne at 11am, but it’s about a 90 minute drive home for me 🙂

      Reply

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Hello and welcome to Jay's Brick Blog. In here, you'll find independent LEGO set reviews, commentary on LEGO trends & news, bargain hunting tips and an inside look into the life of an average LEGO fan. Find out more about me here

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Happy Chap Goh Mei to everyone celebrating! 

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Who knew that Friends character homes were inflation-proof?

Great value-packed set overall, and you can read my full review on the blog via link in bio!

Special thanks to LEGO for sending this review set over!

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Presenting the new @lego Star-Lord themed Pencil a Presenting the new @lego Star-Lord themed Pencil and Stationery holder!

#lego #lego2023 #reveal #76251 #guardiansofthegalaxy #legoleaks
Here's your very first look at the new @lego 76251 Here's your very first look at the new @lego 76251 Star-Lord's Helmet, featuring a brick-built display piece of Peter Quill's helmet!

Hit the link in bio to see more!

 76251 Star-Lord's Helmet
🧩 602 pieces
💵 US$79.99 / AU$129.99 / £69.99
🗓 1 April 2023
🎨 TBD

And yes, LEGO are suggesting that this also functions as a pencil and stationery holder

#lego #reveal #76251 #legonews #legoleaks #lego2023 #afol #rlfm #nature #legomarvel #marvel #gotg #legosuperheroes
February Day 1 haul at the @lego store! #lego #le February Day 1 haul at the @lego store!

#lego #legoflowers #legoicons
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Jay's Brick Blog

3 hours ago

Jay's Brick Blog
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