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Turning the LEGO World Upside Down With Stranger Things

May 15, 2019 / LEGO

For the first time ever, LEGO Group and Netflix released a new product in LEGO Stranger Things: The Upside Down – and we created the global launch event, with a supernatural midnight opening in the heart of London…

We transformed the front of the Leicester Square LEGO Store with a looming ‘shadow monster’ looking out over a huge queue of fans, alongside a LEGO brick recreation of Will Byers’ bike from the hit show parked out front.

Within the store, fans could create their own unique LEGO models to take home, watch a live build of the brand-new set (and get it signed by its designer), or take a picture in a recreation of the Byers’ living room complete with a light up alphabet wall spelling out L-E-G-O.

The dramatic midnight opening racked up a scary amount of coverage including Mail Online, Standard.co.uk, iNews and GQ and many others.

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