Subject:
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LEGO Americas Announces Strategic Partnership
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Newsgroups:
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lugnet.general
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Date:
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Thu, 20 Feb 2003 01:38:34 GMT
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Viewed:
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976 times
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-(BUSINESS WIRE)--Feb. 19, 2003-
LEGO® Americas today announces a strategic partnership with sensational
Swedish pop quartet, Play, to launch CLIKITS™, a new fashion design system
that provides girls endless opportunities to create stylish accessories to
express their personality.
To kick off the partnership and bring a close to New York's annual Toy Fair
week, Play will perform live at 2:15 p.m. today, at Toys "R" Us Times
Square, the Center of the Toy Universe™. The Play concert will be part of
the store's TUNE IN and PLAY promotion, in partnership with the GRAMMY®
Foundation.
As part of the alliance with the group, Play will be featured in advertising
wearing and displaying CLIKITS, as well as at select promotional appearances
throughout the year, including today's performance at Toys "R" Us Times
Square. LEGO Americas will sponsor a national creation contest, with a grand
prize of Play performing a private concert for the winner's school.
Additionally, Play will be promoted through www.CLIKITS.com, where visitors
will be able to view the girls' favorite CLIKITS designs and, beginning in
mid-March 2003, listen to music clips from the group's new album, Replay,
which is scheduled for release on April 29. Other promotional vehicles are
in development.
"We're thrilled to partner with Play," says Andrew Black, president, LEGO
Americas. "CLIKITS marks an important launch for LEGO Company in a new
category. We're confident our alliance with Play will be an exciting
complement to the product's innovation and the momentum that's building for
CLIKITS."
LEGO Americas recently announced a CLIKITS marketing partnership with
Limited Too, a division of Too, Inc. (NYSE:TOO), the leading specialty
retailer and preeminent fashion brand for active, fashion-aware 'tween (ages
7 to 14) girls. The multi-faceted deal designates CLIKITS the "preferred
fashion design system" of Limited Too, and provides access to Limited Too's
consumer contact points, including its monthly "catazine," a combination
catalog and magazine with a base of 4 million readers.
About Play
Five months after its release in June 2002, Play's self-titled debut
mini-album was still in the Billboard 200 and it hit #2 on the Billboard
"Heatseekers" new album chart. Among the mini-album's stand-out tracks are
Play's effervescent pop youth anthem "Us Against The World," which won
Nickelodeon's online fan-based "Nick Picks" on several occasions and is
included on the Lizzie McGuire soundtrack. Play's modern interpretation of
the Motown classic "I'm Gonna Make You Love Me," featuring Chris Trousdale
of Dream Street, became a hit on Radio Disney.
Play also was heard on The Master Of Disguise - Music From The Motion
Picture, a Columbia Pictures comedy starring Dana Carvey. The soundtrack's
first single, "M.A.S.T.E.R. Part 2," performed by Play featuring Lil Fizz,
received airplay on Radio Disney. A companion video to the track, lensed by
Chris Stokes (B2K), features Play, Lil Fizz, Solange, Devin, and Jhene. The
soundtrack also includes "M.A.S.T.E.R. Part 1," performed by The Hardhedz
featuring Play.
American audiences first caught the magic of Play on the "TEENick Presents:
Aaron's Party" cavalcade during the summer of 2001. The group returned to
the U.S. in March 2002 to perform on the L.E.I. Jeans/Davidoff Cool
Water-sponsored Young Pop Power Tour with Solange and Devin, and later that
summer for the highly successful Limited Too "Passion For Fashion" Tour and
the A-Teen/Baha Men Summer tour. Most recently, Play performed in the 2002
Macy*s Thanksgiving Day Parade.
About CLIKITS
CLIKITS is an innovative fashion design system that lets girls snap together
unique accessories to reflect their personal style. The line, available in
the U.S. and Canada this June, marks LEGO Company's debut in the arts &
crafts category and is comprised of 16 compatible, collectible kits that
give girls ages 6 and up everything they need to piece together jewelry,
room decor, picture frames, and hair and fashion accessories.
LEGO Systems, Inc. (LSI) is the Americas (North America and Latin America)
division of the LEGO Company, a privately-held firm based in Billund,
Denmark. LEGO Company employs nearly 1,300 people in the Americas - more
than three-quarters of whom work at LSI's 203-acre headquarters in Enfield,
Connecticut. LEGO Company is committed to the development of children's
creative and imaginative abilities, and its employees are guided by the
motto adopted in the 1930s by founder Ole Kirk Christiansen: "Only the best
is good enough." For more information, visit www.LEGO.com
Limited Too is the leading specialty retailer focusing on active,
fashion-aware 'tween girls. The company sells apparel, swimwear, sleepwear,
underwear, footwear, lifestyle and personal care products. Limited Too
currently operates 511 stores in 46 states and Puerto Rico and publishes a
catalog coinciding with key 'tween shopping times throughout the year.
Limited Too also conducts e-commerce on its Web site, www.limitedtoo.com.
Limited Too is owned and operated by Too, Inc. (NYSE:TOO).
-end of report-
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