Bringing Toys Back to the Toy Building

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The Challenge

Cushman & Wakefield has advised LEGO on site selection for urban stores in North America since 2009. In 2010 the team selected LEGO’s NYC flagship location at Rockefeller Center, which has enjoyed tremendous success.

The Solution

The team recently completed a transaction for LEGO’s second NYC flagship at 200 Fifth Avenue on the corner of 23rd Street.

"We are extremely excited to be opening our second NYC flagship in the old Toy Building. This location offers a strong retail location, great retail space and easier access for local NYC residents." 
Vice President, LEGO Systems, Inc.

The Result

LEGO will replace Fidelity Investments, upon the natural expiration of their lease term, at the premiere retail corner overlooking the historic Flatiron Building and Madison Square Park.
200 Fifth Avenue is an historic building known as the Toy Building, and houses the Headquarters of Tiffany & Co. and Grey Advertising, along with the successful ground floor operation of Eataly and Marimekko.The new LEGO flagship will be instrumental in extending the flatiron retail corridor north of 23rd Street, enhancing a retail market that has enjoyed extensive growth in value in recent months.

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