The LEGO Group is increasing its Canadian store network by 25% this fall, adding three Greater Toronto Area locations in what the company describes as its largest Canadian retail expansion in more than five years.
The expansion will take LEGO from 12 to 15 stores in Canada and add a combined 8,297 square feet of retail space. The first location, at CF Markville in Markham, opened Friday September 11, while stores at CF Toronto Eaton Centre and Square One Shopping Centre in Mississauga are scheduled to open October 23 and November 6, respectively.
Marina Edwards, Senior Vice President, LEGO Retail, said the openings reflect the company’s confidence in Canada and its importance within LEGO’s broader retail strategy.
“Canada is a key market for the LEGO Group and our retail strategy across the Americas,” Edwards told Retail Insider. “These three new stores reflect our confidence in the market and our commitment to reaching more Canadian consumers.”
The CF Markville store spans approximately 2,690 square feet, while the CF Toronto Eaton Centre location will occupy 2,637 square feet. At approximately 2,970 square feet, Square One will be the largest of the three.
The expansion also significantly increases LEGO’s presence in Ontario. The province had four stores before the latest openings and will have seven once all three are operating, accounting for nearly half of the company’s Canadian network.
Three GTA Markets
LEGO is concentrating its latest investment in three major GTA shopping centres, with each location serving a different part of the market.
CF Markville gives LEGO a dedicated store in Markham and the surrounding York Region market. The nearly one-million-square-foot shopping centre serves a growing and relatively affluent trade area and has reported retail sales productivity above $1,000 per square foot.
CF Toronto Eaton Centre puts LEGO in the downtown core and Canada’s busiest retail environment. The store expands the company’s reach beyond its existing Toronto locations at Yorkdale Shopping Centre and CF Fairview Mall, providing exposure to downtown residents, office workers, students, commuters and tourists.
Square One provides a major regional platform in Mississauga. The approximately two-million-square-foot shopping centre has about 330 stores and attracts roughly 22 million visits annually. The surrounding Square One District is also planned as a major mixed-use community, adding substantial residential density around the shopping centre over the longer term.
Edwards said LEGO considers the communities surrounding potential stores when selecting locations.
“Location is about more than finding a retail space,” she said. “We look for places that bring us closer to consumers and feel relevant to the communities we serve. Markham, downtown Toronto and Mississauga give us the opportunity to make LEGO play more accessible and part of everyday moments.”
LEGO Stores Serve as ‘Brand Lighthouses’
The expansion is notable because LEGO products already have extensive Canadian distribution through major retailers including Walmart, Mastermind Toys and Indigo, alongside the company’s own e-commerce business. LEGO’s stores have a different role within that distribution network, providing direct interaction with the brand while wholesale partners extend its reach.
Edwards described the stores as LEGO’s “brand lighthouse.”
“Our retail partners are an important part of our strategy, helping make LEGO products widely accessible across Canada,” she said. “LEGO Retail stores operate as our brand lighthouse, offering an immersive experience through hands-on activities, LEGO Insiders benefits and our knowledgeable Brick Specialists.”
LEGO has increasingly designed its stores around participation and personalization. Depending on the location, features can include Build a Minifigure, Pick a Brick walls and Minifigure Factory experiences, while stores also provide a physical connection to the LEGO Insiders loyalty program. The new Markville store includes Build a Minifigure, a Pick & Build Wall and a DUPLO play table.
“Our physical and digital channels play distinct and complementary roles,” Edwards said. “LEGO.com offers our widest assortment of products, while our stores bring the brand to life through hands-on experiences and storytelling.”
The model gives each sales channel a defined role. Wholesale partners provide broad product availability, LEGO.com carries the company’s widest assortment, and LEGO stores place greater emphasis on brand engagement, service, loyalty and personalization.
That strategy gives LEGO a reason to continue investing in physical stores despite already having extensive third-party distribution across Canada.
“Across our Canadian stores, we’ve seen that consumers value experiences that bring the LEGO brand to life beyond simply shopping for products,” Edwards said. “That reinforces the importance of creating spaces that encourage creativity, discovery and connection.”
Expansion Comes Amid Strong Global Growth
The Canadian expansion comes as LEGO continues to report strong global growth and gain market share in the toy sector.
Revenue increased 21% in the first half of 2026 to DKK 41.9 billion, while consumer sales rose 22% and operating profit increased 22% to DKK 10.9 billion. Those results followed a record 2025, when revenue reached DKK 83.5 billion and consumer sales increased 16%.
LEGO has continued investing in physical retail alongside that growth. Its global branded retail network exceeds 1,100 locations across several operating models, including company-operated stores, LEGO Certified Stores, travel-retail locations and partner-operated stores.
The global figure encompasses several ownership and operating models and therefore is not directly comparable with LEGO’s Canadian store count. Its scale nevertheless shows the continued importance of physical retail within LEGO’s wider distribution strategy.
Ontario Takes a Larger Share of LEGO’s Canadian Network
Before the three GTA openings, LEGO’s 12 Canadian stores were spread across Ontario, Alberta, British Columbia, Quebec and Manitoba. Ontario had four locations, Alberta had three, British Columbia and Quebec each had two, and Manitoba had one.
The three new stores will bring Ontario to seven of LEGO’s 15 Canadian locations. Six of those seven will serve the broader Greater Toronto market, with the remaining Ontario store at CF Rideau Centre in Ottawa.
LEGO’s Canadian network is also heavily represented in Cadillac Fairview properties. Several existing stores are located in CF shopping centres, while two of the three new locations are at CF Markville and CF Toronto Eaton Centre. Square One is owned by Oxford Properties, which also owns Yorkdale Shopping Centre, home to an existing LEGO store.
The pattern puts much of LEGO’s Canadian store network in major regional shopping centres, where locations can draw from large trade areas while supporting the company’s emphasis on experience and direct consumer engagement.
A Significant Increase in the Canadian Footprint
Adding three stores within less than two months represents a substantial increase for a Canadian network that stood at 12 locations before the Markville opening.
LEGO is not yet confirming whether the GTA expansion will be followed by additional Canadian stores in 2027.
“These three openings mark an important step in expanding our Canadian retail presence,” Edwards said. “While we don’t have additional store announcements to share at this time, our focus is on bringing these new locations to life and creating meaningful destinations for the communities they serve.”
The company also declined to identify specific Canadian cities or regions being considered for future stores. Edwards said LEGO looks for communities where it can create an accessible store experience and build connections with local families and fans.
For now, the investment is concentrated in the GTA. By early November, LEGO will have increased its Canadian store network by one-quarter in less than two months, giving the company a larger direct-to-consumer presence in Canada’s biggest retail market while maintaining the broader reach of its wholesale and digital channels.
