You’ve seen the photos of the giant robot. Maybe you’ve even walked past it while trying to find a Cinnabon or the transit station. But honestly, the LEGO Store Mall of America is more than just a retail footprint in a massive shopping center. It is a landmark. For a lot of us who grew up in the Midwest, that corner of the mall—specifically the Southeast Court—was a rite of passage.
It’s big. Like, really big.
When it first opened its doors in Bloomington, Minnesota, it wasn't just another shop. It was a statement. Today, even with LEGO stores popping up in almost every major city across the globe, the Mall of America (MOA) location remains one of the highest-grossing and most-visited toy stores on the planet. Why? Because it’s built on the concept of "retailtainment" before that was even a cringey marketing buzzword.
The Massive Models You Can't Miss
Walking up to the store, the first thing that hits you isn't the plastic smell—it’s the scale. There is a 34-foot-tall LEGO robot that weighs several tons. It’s not just a decoration; it’s an engineering feat. You’ll also find a massive red dragon winding its way through the ceiling area. These aren't kits you can buy off the shelf. These are Master Builder creations that take thousands of hours to design and assemble.
If you look closely at the models, you’ll notice they aren't perfect. They have dust in the crevices. They show the wear and tear of millions of people breathing on them. That’s the charm. It feels tactile.
The store underwent a massive renovation around 2010-2011, which expanded its footprint significantly. They added the "Pick-a-Brick" wall, which is basically a candy shop for AFOLs (Adult Fans of LEGO). You grab a plastic cup, and you stuff as many specific bricks as you can inside. Pro tip: always put the small 1x1 plates in the gaps between the larger bricks to maximize your value. Don't leave air in that cup.
What People Get Wrong About Shopping Here
A common misconception is that the LEGO Store Mall of America is more expensive because it’s in a tourist trap. That’s actually false. LEGO maintains standardized pricing across all its brand retail stores. You’ll pay the same $199.99 for a Star Wars set here as you would at a small mall in Ohio or on the official website.
The real "cost" is the crowd.
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On a Saturday afternoon in July, the place is a zoo. You have strollers, tourists who have never seen a LEGO brick in their life, and serious collectors trying to hunt down a retired set. If you want a peaceful experience, you have to go on a Tuesday morning right when the mall opens at 10:00 AM. It’s a completely different vibe. You can actually hear the bricks clinking in the play bins.
Another thing? The stock levels. Because this is a flagship-tier store, they get the massive shipments. If a set is sold out online, there is a decent chance it’s sitting on a shelf here. They have the backstock. They have the floor space.
The LEGO Store Mall of America and the VIP Experience
If you’re going to spend money here, you’re basically throwing points away if you aren't part of the LEGO Insiders program (formerly VIP). The staff at the MOA location are notoriously good at upselling this, but for once, the "rewards program" is actually worth it. You get roughly 5% back in points for future purchases.
Sometimes they have exclusive "Gift with Purchase" (GWP) sets. These are the little boxes you can't buy—you only get them if you spend, say, $150 or more. At the Mall of America location, these GWPs fly off the shelves. People will literally line up outside the mall entrance at 7:00 AM when a high-value GWP or a new "UCS" (Ultimate Collector Series) set launches.
I’ve seen the line stretch past the nearby Sears (well, what used to be Sears) and around the corner toward Nickelodeon Universe. It’s a community. You’ll see 40-year-old men in cargo shorts talking to 8-year-olds about the structural integrity of the new Titanic set. It’s one of the few places where that kind of interaction isn't weird.
The "Secret" Builds and Community Events
Most people just walk in, buy a box, and leave. They miss the events. The store frequently hosts "Make and Take" events where kids can build a small model and take it home for free.
They also have the "Monthly Mini Model Build," though the format for this has changed over the years to be more of a scheduled, ticketed thing to prevent the absolute chaos of five hundred children descending on the store at once.
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Wait, did you know about the Master Builders? While they aren't always on-site, the MOA store is a frequent stop for LEGO professionals. Sometimes you’ll catch a live build happening in the court area outside the store. Watching a person use a rubber mallet to snap together a life-sized Chevy Silverado made of bricks is oddly therapeutic.
Why the Location Matters
The store is situated right next to Nickelodeon Universe, the indoor theme park. This is strategic. Parents who are exhausted from the Log Chute or the Avatar Airbender ride often use the LEGO store as a "cool down" zone. It’s air-conditioned, it’s bright, and there are play tables.
However, be warned: those play tables are a germ factory.
Every local parent knows that if your kid spends an hour at the LEGO bins at the Mall of America, they’re probably coming home with a sniffle. It’s just the reality of a high-traffic tourist destination. Bring the hand sanitizer. Use it liberally.
Hard Truths About the Experience
Let’s be real for a second. It’s loud. The acoustics in that part of the mall are terrible. The sound of thousands of plastic bricks being stirred in bins creates a constant white noise that can be overstimulating.
Also, the "Minifigure Factory" where you can design your own custom torso is cool, but it’s often booked out or has a massive wait. If you have your heart set on printing a tiny plastic version of yourself with a "Minnesota" t-shirt, check for a reservation or go straight there the moment you arrive.
And the staff? Honestly, they are some of the most patient people in retail. They deal with "missing piece" complaints, screaming toddlers, and resellers trying to skirt the "limit 2 per household" rules every single day. They know their stuff. If you ask a random employee about the piece count on the Eiffel Tower, they usually know it off the top of their head. It’s impressive.
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Comparison: MOA vs. Other Flagship Stores
How does it stack up against the New York City (Fifth Avenue) or London (Leicester Square) stores?
The NYC store is more "high-tech" with its "Tree of Discovery" and more digital integrations. The London store is technically the largest in the world. But the Mall of America store has a specific "American Heartland" scale to it. It feels wider. Less cramped. Because it’s inside a mall and not a standalone street-front building, the flow of people is managed differently. You don't have to wait in a line just to enter the store as often as you do in the London location.
Actionable Tips for Your Visit
If you are planning a trip to the LEGO Store Mall of America, don't just wing it.
- Check the Calendar: Go to the official LEGO store website and filter for the Mall of America location. Look for the "In-Store Events" tab. If there is a "Make and Take" event, it will be listed there.
- The "Scan" Trick: Use the LEGO builder app while you're in the store. You can scan boxes to see 3D animations of what the finished set looks like. It’s a great way to keep kids occupied while you’re comparing prices or looking at the larger sets.
- Park in the South Ramp: The store is on Level 1, Southeast Court. Parking in the East or South ramps will give you the shortest walk. If you park in the North ramp by IKEA, you’re going to be walking for fifteen minutes before you even see a brick.
- Ask for "Out of Stock" Items: Sometimes the shelves are empty, but the "stock room" (which is actually located in a different part of the mall's basement/storage area) has what you need. It never hurts to ask a staff member to check the handheld scanner.
- Respect the Limits: Don't be that person trying to buy ten copies of a Star Wars set to flip on eBay. They will catch you, and they will decline the sale. They are very strict about their "limit per customer" policies to ensure actual fans get a chance to buy the sets.
The LEGO Store Mall of America isn't just a place to buy toys. It’s a landmark of Minnesota culture. Whether you’re a hardcore collector or just someone who likes looking at giant statues made of plastic, it’s worth the trek through the madness of the mall. Just remember to wear comfortable shoes. You’re going to be doing a lot of walking.
Final Practical Insight
If you are traveling from out of state, remember that Minnesota has no sales tax on clothing, but it does have sales tax on toys. Expect to add about 8.125% (the Bloomington rate) to whatever price you see on the box. If you're buying the $850 Millennium Falcon, that tax adds up fast. Factor that into your budget before you get to the register.
Once you’ve made your purchase, head over to the nearby food court or the seats overlooking Nickelodeon Universe. It’s the perfect spot to crack open a small bag of bricks and do a quick build while you people-watch. That’s the real Mall of America experience.
Plan your visit for a weekday morning. Avoid the holiday season if you value your sanity. Check the Pick-a-Brick wall for rare colors like sand green or dark azure. Those are the moves of a pro.