Lagardère launches LEGO® POP-UP shop onboard Irish Ferries’ James Joyce

Lagardère Duty Free has partnered with Irish Ferries to launch a LEGO® POP-UP shop onboard the James Joyce, bringing a family-focused retail experience to passengers travelling between Ireland and Wales.

Launched on 1 July, the onboard LEGO® POP-UP remains open to passengers travelling on the James Joyce, offering a wide selection of LEGO® products at great savings versus high street prices, alongside interactive displays and opportunities for hands-on play.

More than an onboard retail destination, the pop-up has been designed to encourage creativity, family time and screen-free moments while at sea. The space features a range of eye-catching LEGO® displays and a dedicated soft play area, inviting passengers of all ages to immerse themselves in the world of LEGO® throughout their journey.

With more than 200 LEGO® products available, the range includes popular collections such as LEGO® Speed Champions, Technic, Botanicals, Disney Friends, DUPLO® and Star Wars™. Savings of up to €84 are available across the selection, with savings based on the LEGO® Ferrari Daytona SP3.

Bringing LEGO® to the journey

The launch formed part of Lagardère’s ongoing focus on creating memorable and differentiated retail experiences for travellers, combining a strong product offer with discovery, entertainment and family engagement.

The partnership with Irish Ferries has brought this experience directly onboard the James Joyce, one of the vessels serving the Ireland–Wales route. Passengers can discover the LEGO® pop-up shop as part of the ship’s wider onboard experience, which includes duty-free shopping, restaurants and cafés, a children’s play area, Club Class lounge, a dedicated pet-friendly lounge with external deck access and en-suite cabin accommodation.

Lagardère and the Irish Ferries are committed to developing distinctive onboard retail concepts that go beyond traditional shopping, creating experiences that add value to the passenger journey and bring leading brands to life in new and unexpected environments. The LEGO® pop-up continues to welcome passengers onboard the James Joyce, providing families, LEGO® fans and travellers of all ages with an opportunity to discover the range, enjoy the displays and make the most of their time at sea.