The new flagship LEGO® Store was about to open just blocks away from Broadway. To celebrate the reopening of New York, bring back some of Broadway’s top talent and give the store the grand opening it deserves, we created LEGO® Store: The Musical. Because “If You Can Build It Here, You Can Build It Anywhere.”

Featuring the original musical show tune “Always Building,” LEGO® Store: The Musical shares the story of a young girl (Brianna Cameron) who joins a cast of Broadway stage actors, real front-line workers, and a menagerie of fan-favorite LEGO® Minifigures on a full-day adventure of building, creativity and reveling in the spirit of New York that culminates at the LEGO® Store on Fifth Ave.

BTS shots

Taxi Topper Holograms

Premiere event program

Agency: The Brooklyn Brothers
Creative Director: Jon Yasgur
Director: Ezra Hurwitz
Original Music: Alan Schmuckler and Michael Mahler
Choreography: James Alsop