The French Store Calendar for April is online in PDF format at this address and next month you will be able to celebrate two birthdays: that of the LEGO Store in Disneyland Paris and that of the Store in Clermont-Ferrand.

The document remains very vague on the "exclusive offers"which will be offered for the occasion, but if the tradition is respected, the fastest will probably be entitled to a souvenir gift (a box containing three minifigs?).

If you have additional information about these two events, don't keep it to yourself and share it in the comments.

LEGO is looking for the managers of its next LEGO Stores.

We already knew that an official store for the brand would soon open its doors in space "Promenade Sainte-Catherine" Bordeaux (opening announced for July), we now have confirmation that a sales space will also be established in Lyon and will open its doors in the La Part Dieu shopping center next June.

If you have the right CV and the salary suits you, the job offer can be found at this address...

(Thanks to Pierre and James for their emails)

Several of you have received the above invitation by post: On Saturday, November 22, from 9 a.m. to 00 a.m., the lucky ones selected by LEGO will be able to go to the LEGO Store of the So Ouest shopping center accompanied by a person of their choice to take advantage of some promotional offers and admire the two exclusive sets planned for January 10.

What we already know about this "Brick Saturday " :

- The exclusive Christmas set is the LEGO Creator set 40107 Winter Skating Scene which will be offered for any order reaching at least 55 €.

- One of the two exclusive sets is the set LEGO Star Wars 75060 Slave I (219.99 €). The second exclusive set is not yet known but we can bet on the LEGO Creator Expert set (Structure for close friends) 10246 Detective's Office which should be announced on November 21 (see this article).

- Regarding the exceptional discount announced, based on the 2013 offer, we can probably count on a small 10% for orders of € 125 and more (to be confirmed).

- Some sets will be offered at reduced prices, in 2013 the discount ranged from 20% to 40% on some boxes.

- In 2013, free delivery was extended to orders of € 30 and more (usually € 55) during the operation.

- Still based on the 2013 offer, customers who are members of the VIP program should have access to all of these offers on the LEGO Shop Friday, November 21 (Brick friday). These offers will probably then be available to everyone from Friday, November 28 and for a few days.

(Thank you to everyone who sent me pictures of the invitation)

If you want to know everything about the marketing concept set up by LEGO around its brand, I advise you to carefully read the pages of the instruction file for the set above.

In view of its content, it seems intended for the training of the manufacturer's employees as well as for the standardization of the discourse of the various marketing partners around the LEGO brand.

Throughout the pages, the population of AFOLs [Adult Fans of LEGO] is even explicitly mentioned there as a "secondary" target of the brand after children and their parents (p.16). Thanks for them...

At the turn of a graph (p.24) presenting the commercial context in which LEGO indicates to evolve, we find the main competitors of the brand on the market of toys and products combining physical and virtual activity (Hasbro, Playmobil, Activision) , some of its current partners (Mojang, Disney) and some references in their respective sectors of activity which are cited as examples (Apple, Youtube). LEGO wants to show that the brand plays in the big leagues.

Nothing new however in this document which uses and abuses all the existing marketing terms and concepts whose instructions are to be downloaded (quickly, before I am asked to withdraw them) at this address or by clicking on the image above.

It is above all a marketing "education" manual accompanied by a few pieces that will be very useful at LEGO to structure its development in all directions while trying to keep its brand and image consistency.

Below is what appears to be the replacement for the 3300003 LEGO Brand Retail Store set, offered since 2012 with the launch of new official stores for the brand.

This new version of the LEGO Store (Reference 40145) offers a rather detailed interior with several shelves on which we find sets, a Pick-aBrick wall, a cashier, etc ...

If you do not want to wait until the next opening of a LEGO Store near you to receive this box, the instructions in PDF format to assemble this LEGO store are to download at this address or by clicking on the image below.

At the risk of provoking the annoyance of all those who are desperately awaiting the opening of a LEGO Store in their region, here is some information on the 700 m2 store spread over 3 floors which will open its doors in Bordeaux during the second half of 2015.

If we believe the press release announcing the teasing set up to make the brand's future Bordeaux customers wait, this LEGO Store will be the heart of the new commercial space Sainte Catherine promenade whose work is currently underway.

The promoter of this commercial space, the company REDEVCO, will therefore take advantage of the 6th AGORA Biennale (architecture, urbanism and design) in Bordeaux which will take place from September 11 to 14 to offer several events around the LEGO product: Construction workshops for younger people at Hangar 14 on September 13 and 14; exhibition of creations by Lenz, a graphic artist who uses LEGO in his works; workshop of "Dispatch Work"to have fun filling the holes in the walls of buildings with LEGO bricks, etc ... In short, a lot of LEGO around this site.

I know that many of you are hoping that LEGO will set up (more) near you, but for the moment, we are only talking about a new LEGO Store which would a priori be located in the heart of the Forum des Halles in Paris. , nothing in the provinces.

(Thanks to submarine and Yama for the info)