Legoland, the Lego toy company’s flagship theme park, draws some 2 million visitors annually to the tiny town of Billund, Denmark, where the company has its headquarters.

Now, there’s a new attraction on the block.

Lego House, which opened in late September in Billund, is a brick-shaped behemoth in the center of town that is both a shrine to the toy and a place to let loose.

Every part of 130,000-square-foot building has been designed with Lego in mind, from the climbable exterior of yellow and blue Lego bricks (scaled up to human size) to its “tree of creativity,” a nearly 50-foot-tall, 6.3-million-brick centerpiece built as a homage to Lego’s roots as a wooden toy.

Although it’s been some years since I’ve had a serious Lego encounter, Lego House drew me in as easily as it did my boyfriend’s nieces and nephews, ages 9 and 7, whose romps through the four play zones uncovered new building opportunities and challenges at every turn.