The team at LEGO has always made power moves when it comes to maintaining their fanatical base of all ages. From licensing the most popular nuggets of entertainment to adjusting their playsets for every builder’s skill level. The toy rockstars have recently announced that they will now host birthday parties for kids ages 5-14 at their NYC Flatiron location.
Last weekend, the store invited a select group of parents and kids to check out how the program works and to treat them to an hour of playtime and activities. This was an abbreviated party for everyone to get an idea of what goes down at a LEGO jam but the idea came through crystal clear.
When you book a party, you get to choose one of many themes including a variety of interests like insects, robots, rockstars, etc. Each kid gets a celebratory box of bricks to build an exclusive birthday cake followed by a brick grabbing spree at the store’s “Pick A Brick Wall”. The little party people then get to create builds that match the theme of the event. Other activities include tower building races and a guess-what-I’m-building type of game where kids are paired up and one has to blindly recreate what the other is building. Point blank, if your child is into the LEGO universe, the party will knock their little dirty socks off.
All of the parties are booked on a first come, first served basis and as you can imagine, slots will fill up fast. Personally, I anticipate having to book at least six months in advance to get a spot. The party space isn’t the biggest and there is an immense amount of foot traffic in the store. That being the case, availability is only between June 11 and October 30. Once you start getting into the holiday season, the location gets packed and if you’ve ever been to the Flatiron location you know how cramped it can get. A party during those days would be a nightmare for everyone.
To set up a date, you have to drop a $100 non-refundable deposit. After that, it’s $40 per child with a minimum of 5 kids. The maximum is 10 kids which for most folks who live in Manhattan is a breeze.. Food and drinks don’t come with the package but parties are welcome to bring their own. So yes, you can bring one of those cheap cakes from Fairway a few blocks away.
For more information, visit the LEGO Store:
Flatiron District, located at 200 Fifth Avenue (@ 23 rd Street), New York, NY 10010 or call 212-255- 3217. Store
hours are Monday through Saturday, 10am-8pm and Sunday, 11am-6pm.
I said it before and I’ll keep screaming it. Get booking sooner than later as the Flatiron location is the ONLY one that’s doing the birthday party program.