Here’s a fact that delights every brick fan who visits: you’re in the home country of LEGO. The little plastic bricks that conquered the world were invented in Denmark, and Copenhagen’s LEGO flagship store on Strøget is the most accessible place in the country to pay homage — free to enter, decorated with hundreds of thousands of bricks, and stuffed with exclusive sets and photo opportunities. It’s a must-stop with kids, and honestly a joy even without them. Let me tell you exactly what to expect (and clear up the LEGOLAND confusion while I’m at it).
This is a complete guide to the LEGO Store in Copenhagen — where it is, what’s inside, the custom-minifigure souvenir, and how it relates to the bigger LEGO attractions over in Billund.
LEGO Store Copenhagen at a glance
- Where: Vimmelskaftet 37, on Strøget (the central shopping street)
- Cost: free to enter
- Hours: roughly Mon–Sat 10:00–18:00, Sun 11:00–17:00 (check before you go)
- Highlights: Pick-a-Brick wall, Minifigure Factory, Copenhagen-landmark models, exclusive sets
- Good for: families, brick fans, a fun free stop while shopping Strøget
- Not in Copenhagen: LEGO House and LEGOLAND are in Billund, ~3 hours west
Where is the LEGO Store?
The flagship sits at Vimmelskaftet 37, right in the middle of Strøget, the central pedestrian shopping street, near Amagertorv. That makes it dead easy to combine with the rest of your city-centre shopping and sightseeing — it’s a short walk from Rådhuspladsen or the metro at Gammel Strand/Kongens Nytorv. It’s free to enter, so even if you don’t buy anything, it’s worth a quick, fun look. (There’s also a smaller LEGO store inside Tivoli Gardens, but the Strøget flagship is the big one.)
A little Danish LEGO history
Part of the fun is knowing you’re at the source. LEGO was founded in 1932 in the small Jutland town of Billund by carpenter Ole Kirk Christiansen, and the name comes from the Danish “leg godt” — “play well.” The company is still headquartered in Billund and remains family-owned. So when you buy a set in Copenhagen, you’re buying a Danish icon in its homeland — a nice thought for any fan, and a genuinely Danish souvenir.
What’s inside the flagship
The store is designed as an experience, not just a shop. Highlights to look for:
- The Pick-a-Brick wall — fill a cup or tub with loose bricks of your choosing, by the scoop; a brilliant, affordable souvenir.
- The Minifigure Factory / Build-a-Minifigure — create your own custom minifigure, even with a personalised printed torso (around 89 DKK); the time slots can sell out, so do this first.
- Copenhagen-landmark models — impressive brick-built dioramas of city sights (Nyhavn is a star), built by Danish LEGO fans over hundreds of hours.
- Exclusive and hard-to-find sets — flagship stores carry direct-to-consumer and exclusive sets you won’t find in ordinary shops.
- Hundreds of thousands of bricks used to decorate the store itself, with Copenhagen-themed details to spot.
LEGO Store vs LEGO House vs LEGOLAND
This trips a lot of people up, so let me be clear. The LEGO Store on Strøget is a (wonderful) retail shop — not a museum or attraction. The big LEGO experiences — LEGO House (“Home of the Brick”) and the LEGOLAND theme park — are both in Billund, in Jutland, roughly 250 km and around three hours from Copenhagen (train to Vejle, then a bus). So if you’re hoping for a LEGO theme park, that’s a separate day trip (or overnight) entirely, not something in the capital. And no, there’s no “LEGO museum” in Copenhagen — that’s LEGO House in Billund. The Strøget store is the accessible, free, in-city option.
Is it worth visiting?
For families and brick fans, yes — it’s a free, fun, central stop, and the custom minifigure makes a great keepsake. Set expectations, though: it’s a flagship store, so think a fun 30–45 minutes rather than a half-day attraction. If you’re also heading to Billund for LEGO House or LEGOLAND, the Strøget store is still worth a quick look for the exclusive sets and the central convenience. If Billund isn’t on your itinerary, it’s the best LEGO fix Copenhagen offers. Either way, it pairs perfectly with a Strøget shopping stroll and a visit to Tivoli Gardens nearby.
Practical tips
- Go early (right at opening, ideally a weekday) — the store is capacity-capped and queues outside form when it’s full.
- Book the Minifigure Factory slot first if you want a custom figure; they sell out.
- With kids: let them build at the play area while you shop; use it as a treat after Strøget.
- Tax-free: non-EU shoppers can reclaim VAT on purchases over 300 DKK — see my money guide.
- Combine with the rest of Copenhagen with kids for a family day.
Thinking bigger: a Billund LEGO day
If the flagship store leaves your family wanting more, the full LEGO experience lives in Billund, the brand’s birthplace in Jutland. There you’ll find two attractions: LEGO House (“Home of the Brick”), a spectacular interactive building designed by Bjarke Ingels and packed with hands-on building experiences, and LEGOLAND Billund, the original LEGO theme park. Both are genuinely worth a trip for serious fans, but be realistic about the distance: Billund is roughly 250 km and around three hours from Copenhagen (train to Vejle, then a connecting bus), so it’s an overnight or a very long day, not a Copenhagen afternoon. If LEGO is the highlight of your kids’ trip, consider building a Billund overnight into your Denmark itinerary; if not, the Strøget flagship gives you a satisfying, free, in-city LEGO fix without the journey. Knowing the geography upfront saves disappointed children expecting a theme park in the capital.
What to buy: exclusive sets and Pick-a-Brick
The store rewards a little buying strategy. The headline draws are the exclusive and direct-to-consumer sets that flagship stores stock and ordinary shops don’t — think larger Icons, botanical, and special-edition sets, plus anything with a Danish or Copenhagen flavour. The Pick-a-Brick wall is the budget star: fill a cup or tub with loose bricks by the scoop for a surprisingly affordable, personalised souvenir (and a lifesaver for a child’s existing collection). A custom minifigure from the Minifigure Factory makes a cheap, unique keepsake. And small items like keychains and polybags are perfect pocket-money buys. Non-EU visitors spending over 300 DKK can reclaim VAT, so a big set bought here can be a touch cheaper than at home once the refund is factored in — ask for the tax-free form at the till.
Visiting with kids, tactically
A few hard-won tips for a smooth family visit. The store gets busy and is capacity-capped, so arrive right at opening (a weekday is calmest) to avoid queueing outside. Head straight to the Minifigure Factory to grab a slot before they sell out. Let kids loose at the build/play area while the adults browse — or split up, with one parent on LEGO duty and the other ducking into the Strøget shops. Frame the visit as a reward after some grown-up shopping or sightseeing, and set a budget before you go in (the exclusive sets are tempting). With a plan, it’s one of the easiest, happiest stops you can make with children in the city centre — and it slots neatly into a broader family-friendly Copenhagen day, perhaps alongside nearby Tivoli Gardens.
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The verdict
The LEGO flagship on Strøget is a small, joyful, free stop that punches above its weight precisely because of where it is — in the heart of the city that gave the world LEGO. It won’t replace a Billund pilgrimage for hardcore fans, but as a 30-to-45-minute hit of brick joy, a source of exclusive sets, and a place to build a custom minifigure souvenir, it’s hard to beat. Combine it with a Strøget stroll, a Pick-a-Brick cup for the kids, and a tax-free exclusive set for yourself, and you’ve ticked off one of Copenhagen’s most family-friendly shopping experiences. See where it fits in the wider rundown of where to shop.
The LEGO story, in depth
Standing in the Copenhagen flagship, it’s worth appreciating the remarkable Danish story behind the bricks. LEGO began in 1932 in the small Jutland town of Billund, where a carpenter named Ole Kirk Christiansen, hit by the Depression, started making wooden toys to survive. He named his company from the Danish phrase “leg godt” — “play well” — and built it on a motto still quoted today: “only the best is good enough.” The now-iconic interlocking plastic brick, with its clever stud-and-tube design, was perfected in 1958, and from that humble workshop grew one of the most valuable and beloved toy brands on earth. Crucially, LEGO is still Danish and still family-owned, headquartered in Billund to this day. So the bricks you buy on Strøget aren’t just a global product — they’re a homegrown Danish triumph, designed and owned in the country you’re visiting, which makes a LEGO set one of the most authentically Danish souvenirs you can carry home.
What makes the flagship special
Plenty of cities have a LEGO store, so what lifts the Copenhagen flagship above the rest? Partly it’s the setting — slap in the middle of Strøget, in LEGO’s home country, decorated with hundreds of thousands of bricks and Copenhagen-themed touches. Partly it’s the scale and exclusivity: as a flagship it stocks exclusive and hard-to-find sets you won’t see in ordinary toy shops, alongside the full range. And partly it’s the experiences: the Pick-a-Brick wall where you scoop loose bricks by the cup, the Minifigure Factory where you design a personalised figure, the build-and-play areas, and the impressive brick-built dioramas of Copenhagen landmarks created by Danish fans over hundreds of hours. It’s designed as a destination, not just a shop — which is why even adults without kids find themselves lingering. For a brick fan, visiting LEGO’s flagship in LEGO’s own city is a genuine little pilgrimage, and it’s free to enjoy even if you buy nothing.
LEGO as a gift and souvenir
If you’re buying LEGO as a souvenir or gift, a little strategy helps you get the most from the visit. For kids, a Pick-a-Brick cup is the best-value buy — they fill it themselves, it’s personal, and it tops up an existing collection cheaply. A custom minifigure from the Minifigure Factory makes a unique, affordable keepsake for any age. For collectors and adults, the exclusive and direct-to-consumer sets are the draw — larger Icons sets, botanical builds, and special editions, sometimes with a Danish flavour. Keychains and polybags are perfect pocket-money gifts. And remember the tax-free angle: non-EU visitors spending over 300 DKK can reclaim VAT, so a big set bought here can end up a touch cheaper than at home. Whatever you choose, a LEGO purchase made in LEGO’s homeland carries a story that a set off the shelf in your local shop simply doesn’t — a small but genuine bit of added meaning for the recipient.
Fitting it into a family day in the city
The flagship slots beautifully into a wider family day, since it sits right on Strøget among the city’s main sights. Pair it with the nearby Tivoli Gardens for rides, a walk to the design flagships at Amagertorv, and the rest of the central shopping street; the LEGO stop becomes a reliable highlight that keeps younger children happy between grown-up activities. A practical family rhythm: do something the adults want first (a museum, a stroll, some shopping), then “reward” the kids with the LEGO store and a Pick-a-Brick cup, then continue to Tivoli or a hot-dog stand. Because the store is free and centrally placed, it’s an easy, low-stakes addition that buys a lot of goodwill from small travellers. For more ideas, see my guide for families visiting Copenhagen, which maps out family-friendly days across the city.
Final thoughts on the LEGO Store
The LEGO flagship on Strøget is a small, free, joyful stop that’s well worth 30–45 minutes, especially with children or if you’re a brick fan paying homage in LEGO’s home country. Keep your expectations right — it’s a (brilliant) retail store, not a theme park; the big LEGO experiences, LEGO House and LEGOLAND, are over in Billund, a few hours away. But for an in-city LEGO fix, exclusive sets, a Pick-a-Brick souvenir and a custom minifigure, it delivers, and its central location makes it effortless to combine with the rest of a Copenhagen day. Go early to beat the queues, book the Minifigure Factory slot first, and enjoy standing in the spot where Danish play conquered the world. See where it fits in the wider Copenhagen shopping guide and pick up other souvenirs while you’re on Strøget.
The other LEGO stop: Tivoli Gardens
One more LEGO option many visitors miss: there’s a second, smaller LEGO store inside Tivoli Gardens, the historic amusement park a short walk from Strøget. It’s more compact than the Strøget flagship and doesn’t have the full flagship experience, but it’s a fun stop if you’re already visiting Tivoli — handy for a brick souvenir between rides, or to keep LEGO-mad children happy. For the complete experience, though — the Pick-a-Brick wall, the Minifigure Factory, the exclusive sets and the Copenhagen-landmark models — the Strøget flagship at Vimmelskaftet 37 is the one to prioritise; the Tivoli store is best thought of as a bonus rather than a substitute. If your itinerary includes both Strøget shopping and a Tivoli visit (an easy and popular combination, since they’re minutes apart), you’ll naturally pass both. Just don’t go out of your way to the Tivoli store expecting the full flagship — save your brick-buying energy and budget for the main event on Strøget, and treat the Tivoli branch as a pleasant extra if you happen to be in the park. Either way, Copenhagen keeps brick fans well supplied right in the city centre.
Last updated: July 2026. Photo credits: Tony Wu, Ramon Karolan / Pexels.
Frequently asked questions
Where is the LEGO Store in Copenhagen?
At Vimmelskaftet 37, on the Strøget pedestrian shopping street in the city centre, near Amagertorv.
Is the LEGO Store Copenhagen free to enter?
Yes, entry is free. You only pay if you buy something or use the paid Minifigure Factory.
Is there a LEGO museum in Copenhagen?
No — that’s LEGO House (“Home of the Brick”) in Billund, Jutland, about three hours away. Copenhagen has the flagship retail store.
What’s the difference between the LEGO Store, LEGO House and LEGOLAND?
The Copenhagen store is a shop; LEGO House is an interactive experience and LEGOLAND is a theme park — both in Billund, far from Copenhagen.
How far is LEGOLAND from Copenhagen?
About 250 km (around three hours) — it’s in Billund, reached by train to Vejle then a bus, so it’s a day trip or overnight, not a Copenhagen stop.
Can you buy exclusive LEGO sets there?
Yes — flagship stores carry exclusive and hard-to-find sets, and non-EU visitors can claim VAT back on larger purchases.
Pair it with the best souvenirs to buy in Copenhagen, a stroll down Strøget, and the full Copenhagen shopping guide.
