Now, we don't have any exact numbers on this but after going through the park and checking out each ride and attraction, by far the longest line we saw was at the shop. We guess that's because kids go crazy for those Lego models. We know of a couple of 10-year-old boys who collect all the Lego sets from Star Wars to Harry Potter. (Much to their mom's displeasure, they never free-play with Legos. They build the model, then never touch it again.)
There's also a ton of Lego merchandise from t-shirt, sweatshirts, mugs, hats, glasses and even Crocs (but you can buy those online at the Crocs store if you don't want to wait in this line.)
We guess you can never underestimate the power of a theme park souvenir shop. Oh and it's conveniently located on your right as soon as you get inside the park. So be prepared to spend your money fast.