The LEGO Group has opened a 2,637-square-foot store at CF Toronto Eaton Centre, establishing a new retail presence in the heart of downtown Toronto. The location opened Friday, October 23, with grand-opening celebrations continuing through Sunday, October 25.
The opening is part of a three-store expansion across the Greater Toronto Area this fall, following the September debut of a location at CF Markville in Markham and ahead of another opening at Square One Shopping Centre in Mississauga. The additions will increase LEGO’s Canadian network from 12 to 15 stores, representing a 25 per cent increase in its number of dedicated retail locations.
Inside the New Downtown LEGO Store
The new store is located on Level 3 of CF Toronto Eaton Centre, near Harry Rosen and the shopping centre’s Queen Street entrance. It includes a Pick & Build Wall where customers can select individual LEGO bricks, a Build a Minifigure station and a LEGO DUPLO play table for younger children.
The location also participates in the LEGO Insiders loyalty program, with staff known as Brick Specialists available to assist customers. The store offers LEGO’s range of building sets for children, families and adult enthusiasts, combining product sales with opportunities for hands-on play.
Marina Edwards, Senior Vice President of LEGO Retail for the Americas, previously discussed the company’s approach to physical stores in an interview with Retail Insider. She explained how the company uses its dedicated retail locations alongside its online business.
“Our physical and digital channels play distinct and complementary roles. LEGO.com offers our widest assortment of products, while our stores bring the brand to life through hands-on experiences and storytelling,” Edwards said.
Former Rodd & Gunn and Ted Baker Space
The LEGO store occupies Unit 3123A, a third-level retail space previously used by fashion retailers. New Zealand menswear brand Rodd & Gunn was the most recent occupant, following the departure of British fashion retailer Ted Baker, which closed its Canadian stores in 2024 amid financial difficulties.
LEGO has confirmed that its new store measures 2,637 square feet, while Cadillac Fairview’s leasing plan identifies the larger retail unit at approximately 3,826 square feet. The two figures reflect the respective measurements provided by the retailer and the shopping centre’s leasing documentation.
The change introduces a specialty toy retailer to a unit previously occupied by apparel brands, adding another retail category to this part of the shopping centre. Ted Baker’s Canadian closures were previously covered by Retail Insider.
CF Toronto Eaton Centre, owned by Cadillac Fairview, serves a broad mix of downtown residents, office workers, students, commuters and tourists. Its central location and connections to Toronto’s transit network give LEGO access to customers who may not regularly visit its other Greater Toronto Area stores.
Edwards said the company considers local markets and consumer accessibility when selecting retail locations. She specifically identified downtown Toronto as part of LEGO’s latest GTA expansion.
“Location is about more than finding a retail space. 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,” she told Retail Insider in September.
Odyssey Retail Canada Handles LEGO Leasing
The CF Toronto Eaton Centre leasing transaction was handled by Ryan McCarthy, Executive Vice President at Odyssey Retail Canada. McCarthy represents the LEGO Group on its Canadian retail real estate requirements as the company continues expanding its store network.
McCarthy confirmed his involvement in correspondence with Retail Insider ahead of the opening. He previously worked at Northwest Atlantic, which was acquired by JLL in 2018, and subsequently served as Senior Vice President at JLL before joining Odyssey Retail Advisors.
Retail Insider previously reported on Odyssey Retail Advisors’ expansion into Canada, including its recruitment of experienced retail leasing professionals. The firm’s work with LEGO includes national tenant representation as the retailer evaluates opportunities across the Canadian market.
LEGO Expands Canadian Store Network
LEGO opened a 2,690-square-foot store at CF Markville in Markham on September 11, followed by the CF Toronto Eaton Centre location on October 23. Its next opening is scheduled for November 6 at Square One Shopping Centre in Mississauga, where the company will occupy approximately 2,970 square feet.
The three additions will bring LEGO’s Canadian store count to 15, with Ontario receiving all three new locations. The company already operates GTA stores at Yorkdale Shopping Centre, CF Fairview Mall and CF Sherway Gardens, while the Eaton Centre opening adds a dedicated downtown destination.
The expansion builds on LEGO’s strategy of combining company-operated stores with e-commerce and wholesale distribution. Retail Insider previously examined the company’s Canadian growth plans, including Edwards’ comments on the importance of physical retail and the selection of new locations.
Holiday Workshop Planned at Eaton Centre
LEGO will extend its presence at CF Toronto Eaton Centre during the holiday shopping season with a separate LEGO Holiday Workshop, scheduled for November 21 to 29 on the shopping centre’s Level 3 Sephora Bridge. The activation will offer additional building activities for visitors following the opening of the permanent store.
The company’s next Canadian store opening is scheduled for November 6 at Square One, completing the three-location GTA expansion announced earlier this year. LEGO has not announced further Canadian store openings beyond those locations, with Edwards previously indicating that the immediate priority is establishing the new stores and serving their surrounding communities.
