Because it wasn’t enough to have four LEGO Stores in easy driving distance to where I live, LEGO bestowed an additional FIFTH store in my vicinity. This is not counting two additional stores I could travel to if I felt like spending a bit more time in the car.
The Jersey Gardens LEGO Store in Elizabeth, New Jersey opened in mid-June, and I just had my first chance to visit. More than 50 photos of it are below. Venturing out to the store, I found myself increasingly confused as to why LEGO would build a store at this location. It is billed as an outlet mall, meaning many of the stores offer discounted prices on what I consider their B-stock merchandise. The mall is located among warehouses, factories, an industrial seaport, airport and major highway. If there is any residential area near this mall, I don’t know where it is. It’s close to the IKEA, which certainly gets a lot of business. But from what I have seen, LEGO builds stores in affluent areas, or very high traffic areas. This mall seems to be neither. And for those who do venture out to the “outlet” mall, they are looking for discounts, not for a toy that while extraordinarily popular, is rather expensive for many average consumers.
Within the mall, the location is kind of odd too, it is in the center court, but in a dark corner. Even the photos I took of the sign didn’t come out very well. The store itself is very large, but with lots of empty space since all of the merchandise is on the walls. You have to walk 20 or 30 feet from the front door before you can actually pick up a box of anything with LEGO in it.
But… who am I to complain about a fifth LEGO Store near me! As usual, the merchandise was well displayed and the employees were friendly. Okay, let’s dig into those 50+ photos: