All Aboard Lionel’s Pop-up Store

Lionel Electric Trains (New York) opened its first ever retail location today with a pop-up store at Rockefeller Center in New York. The store will be open through January 5 and features hundreds of toy trains, accessories and collectibles.

“Rockefeller Center is the epicenter of the holidays in New York, so it seemed like the perfect place to open a store,” says 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.”

The 1100-square-foot store houses a winter wonderland theme complete with a Christmas tree and a fully operational train display that is visible from the street. The store sells many of Lionel's top selling trains, including The Polar Express G-Gauge, The Pennsylvania Flyer Freight Train and the new Beatles Box Cars, as well as limited-edition trains signed by celebrities, with proceeds from those sales going to charity.

The company has reported double-digit growth over the past few years along with a resurgence in the popularity of the legendary brand. Efforts to increase its fan base have included reintroducing model trains to the mass market and signing licensing agreements with major brands, such as Harry Potter, the Polar Express, Thomas the Tank Engine and The Lone Ranger.