LEGO has a powerful appeal. It's one of those things that's hard to put into words. But we should probably try. After all, we're a writer of sorts.

You see, it all comes down to brand essence. It sounds daft and it kind of is.

A brand's power, as we understand it, tends to form when thoughts combine with emotions to create a kind of magical symbiosis that makes us want to reach into our pocket and buy stuff.

We think of ourselves as rational beings, but we're really slaves to our emotions.

And LEGO, well, that tunes us into the time when we were footloose and fancy-free kids without a care in the world.

If we wanted to sit on the floor and build stuff with colourful plastic bricks, well, that's what we did.

That's a powerful memory that we're chuffed to pass on to our kiddywinks. Plus, as well as building actual stuff, LEGO tends to build a capacity in young, fragile, eggshell minds to be creative.

Some people take the idea further and go work in the construction and engineering industries. But that's probably not as much fun as playing with LEGO. Mind you, it would be pretty cool to build a skyscraper.

Some folks who spent a decent chunk of their childhood playing with LEGO actually go on to own LEGO stores. That's how we want to imagine it, anyhow.

It's a much better story than a bunch of expensively-suited bean counters sitting around a boardroom in a cold office plotting their next move to boost profits.

Alas, let's get back to LEGO, its colourful bricks, sweet childhood memories and the new "LEGO certified store" that's set to open in Charlestown Square.

Which brings us to another clever marketing tool - building anticipation.

"The grand opening date for the Charlestown Square store will be announced over the coming weeks," Alceon Group and LEGO Australia said in a statement.