Lego store at Rockefeller Center

Lego store at Rockefeller Center

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Photos: Cinzia Reale-Castello

We’re still not sure how New Jersey and Long Island got Lego stores before us, but it no longer matters: Manhattan’s very first Lego store has opened in the middle of Rockefeller Center. Upon entering the vibrant-yellow, two-floor space, children will most likely race past the plastic-brick, Art Deco tributes to Rock Center and head straight to the giant Pick-a-Brick wall, where they can stock up on Legos in every imaginable color and size ($8 for all you can fit in a small cup; $15 for a large). While kids are sure to go gaga over the more than 300 sets for sale—including toddler-friendly Duplos, hard-to-find Belville sets for girls and elaborate Star Wars models that require a degree from MIT to figure out—nostalgic parents will appreciate the 50 NYC Lego scenes displayed in shadow boxes on the walls. In addition to classics like ticker-tape parades and carriage rides through Central Park, there are a number of “you gotta live here to get it” creations—think an egg cream with a pastrami sandwich. At the Master Builder Bar on the mezzanine level, little ones can play games on computers and get model-building instructions. And we’re pretty sure the birthday party space will become one of the hottest places for 6-year-old celebrations.

To celebrate the grand opening, four Lego Master Builders will be creating a 16-foot-tall Big Apple right outside the store from Tuesday, June 29, through Thursday, July 1. The coolest part: Kids are invited to lend a hand.

620 Fifth Ave between 49th and 50th Sts (800-453-4652, lego.com). Mon–Sat 10am–8pm, Sun 11am–7pm.