Lionel Electric Trains Opens Store at Rockefeller Center -Pop-Up Store A First For Iconic 109-Year Old Brand-

NEW YORK, Nov. 12 /PRNewswire/ -- Lionel Electric Trains, the brand known for thrilling kids of all ages for over 100 years, is opening its first ever retail location with a pop-up store at Rockefeller Center in the heart of New York City. The store will be open from November 12 through January 5th, 2010 and will feature hundreds of toy trains, accessories and collectibles.

Located at 30 Rockefeller Plaza (on 50th Street between 5th and 6th Avenues), the 1100 square foot store will become a part of the holiday landscape along with such iconic attractions as the Rockefeller Center Skating Rink, Christmas Tree and the Radio City Christmas Spectacular. Store hours will be 10 am - 9 pm weekdays and 11 am - 7 pm weekends, but will often have extended hours for special events and celebrations.

"Rockefeller Center is the epicenter of the holidays in New York, so it seemed like the perfect place to open a store for our fans to experience the magic of Lionel trains," said Lionel CEO, Jerry Calabrese. "Now our fans and future fans will have a place to experience the latest Lionel products, learn from our experts and get the most nostalgic and cutting edge trains available."

Stepping into Lionel's flagship location, shoppers will enter a winter wonderland complete with a Christmas tree and a fully operational train display which is visible from the street. The store will feature many of Lionel's top selling trains including The Polar Express G-Gauge, The Pennsylvania Flyer Freight Train and the new Beatles Box Cars. A display of limited edition trains signed by celebrities will also be for sale with proceeds going to charity. In addition, Lionel's mascot "Lenny the Lion" will make special appearances handing out gifts.

Over the last three years, Lionel has exhibited double digit growth and has seen a major resurgence in the popularity of the legendary brand. Lionel has increased its fan base by reintroducing model trains to the mass market and created extremely successful licensing agreements with major brands including Harry Potter, the Polar Express, Thomas the Tank Engine and The Lone Ranger. This year, Lionel debuted "Lionel Little Lines," a great first train set for toddlers with the rich tradition of Lionel at an affordable price.

About Lionel Electric Trains

Based in New York City, Lionel Electric Trains has been the leading manufacturer of O-gauge model trains and accessories since 1900 and is one of America's leading brand equities. The Lionel name is the most widely recognized brand in the toy train industry and has been at the forefront of every major innovation in toy train manufacturing and marketing since its inception. For more information visit www.Lionel.com.

SOURCE Lionel Electric Trains



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