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NORWALK, CT - 09/01/04 - LEGO Systems Inc., the US division of the Denmark-based international toy giant, is planning to open three new LEGO brand retail stores in the San Francisco Bay Area.
 
According to the company's US headquarters in Norwalk, Connecticut, the new stores will bring the total number of LEGO Stores in California to six, with three existing locations in Anaheim, Glendale, and at the LEGOLAND California theme park in  Carlsbad.
 
The three new LEGO stores will offer "wall-to-wall" product offerings as well as three key feature components: the Brand Ribbon, the Living Room and the Pick-A-Brick wall.
 
The Brand Ribbon is a design element that runs the circumference of the store with classic model displays and historical Company information.
 
The Living Room, prominently positioned in the center of the store, is an interactive area for consumers to get "hands-on, minds-on" with LEGO play materials and new products, view set displays or take a temporary break from shopping.
 
The Pick-A-Brick section, a new retail concept for the company based on success in LEGOLAND parks and European brand stores, allows consumers to purchase bulk LEGO bricks in a variety of colors and shapes.
 
The new stores are planned at the Valley Fair Mall in Santa Clara, the Hillsdale Mall in San Mateo, and the Stoneridge Mall in Pleasanton.

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