-REVIEW-
Despite the two-hour-long line on opening day, Nebraska Crossing’s (NEX) new LEGO Store, the first in the state, is still creating a buzz throughout the Gretna and Omaha area even after being open for almost two weeks.
Hundreds of customers stood in line to check out the brand-new store for the opening weekend, and another line formed outside for the second weekend on Sept. 29. While the idea of a LEGO Store is exciting and is still drawing attention from the community, the store itself does not live up to the hype and expectations it garnered, at least from a teenager’s perspective.
With an entire store designated to the interlocking plastic bricks, one would assume that there would be a massive selection of sets to buy, but that isn’t necessarily the case with this location. The official LEGO website discloses that while they sell exclusive LEGO sets initially, those same sets are released at other retailers after a certain period. Getting early access is a bonus, which doesn’t go unnoticed, but knowing these “exclusives” will eventually be sold everywhere makes the store less unique and diminishes the appeal of shopping there.
Additionally, the LEGO Store’s prices are comparable to those of box stores such as Target. For example, one of the main displays currently features their Botanical Collection. A quick Google search shows thesesets are priced the same online as they are in-store. So, it begs the question, why make a special trip when you can get them on a Target run and be done?
In addition to most of their sets being available elsewhere, the Gretna location doesn’t exactly compare to other LEGO Store locations that often have larger-than-life LEGO characters on display to welcome customers and make them feel they are in a LEGO world. Even the store’s design doesn’t stack up to some of their other locations like the ones in Kansas City and The Mall of America. Those stores’ architecture and setup reflect the LEGO theme by looking like the stores themselves are made out of LEGO bricks. These features are missing at the Nebraska Crossing location. Instead, their walls consist of off-white metal shelving or solid yellow or white paint. And while this is understandable because the Gretna location is much smaller than MOA and KC, it does take away from the overall experience.
It’s not all bad though. The store does provide other features that can’t be recreated online or at a chain store, which gives it some merit. For example, there is a “Pick and Build” section where customers can fill a cup with LEGO bricks of their choosing to make their own custom creations, and a “Build Your Own Minifig” area that provides more customization options for customers. These were hot spots for young and old alike. These are the exclusive features that definitely should be included in a dedicated LEGO store and make the store more appealing to return to.
Another positive is that the employees were very inviting, even when managing long lines during their opening weeks. The built displays of certain LEGO sets were also appreciated, helping customers visualize the sets rather than just looking at pictures.
Despite these positive aspects, the LEGO Store didn’t fully capitalize on the potential having a Nebraska LEGO Store could have had. Overall, the sets, which are the main selling point, were not appealing enough to encourage repeat visits unless the customer is a die-hard LEGO hobbyist. Including more unique, or targeted products for this location, like a Memorial Stadium set or one of Herbie Husker would help make this store a must-visit as the holidays approach. However, it is a fun stop if you’re already visiting NEX.