LEGO is to open its first ever store in Ireland with the new store set to open in Dublin's Grafton Street this summer.
The new Dublin LEGO store will feature the "Retailtainment" concept which blends physical and digital experiences that allow shoppers to immerse themselves in the LEGO brick, as well as create personalised products.
About 10 to 15 jobs will be created when the new store opens.
Simone Sweeney, Vice President of Global LEGO Retail Development, said the company had been looking for the perfect site in Dublin, so it was very excited when the opportunity came about to open on Grafton Street.
"The new LEGO Store will be amongst some of the biggest and best brands in Dublin, in a shopping district loved by many local families and visitors alike," Ms Sweeney said.
She said that Dublin has been part of LEGO Retail's expansion strategy for many years given the existing huge number of LEGO fans in Ireland and the international customers typically found in the city.
"The new LEGO Store in Dublin will allow builders of all ages to be inspired by endless play possibilities and for new builders to welcome them into a new exciting journey of discovery into the LEGO universe," she added.
The new LEGO store will be housed at number 41 Grafton Street - the former Topman store - in a building which is owned by Irish Life Investment Managers.
The deal was negotiated on behalf of Irish Life Investment Managers by Savills Ireland and Bannon.
The LEGO Group was founded in Denmark in 1932 by Ole Kirk Kristiansen and its name derived from the two Danish words LEg GOdt, which mean "Play Well".
Today, the LEGO Group remains a family-owned company headquartered in Billund in Denmark and its products are now sold in more than 140 countries worldwide.