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LEGO® Master Builder Academy Puts Coveted Secrets of LEGO Master Builders in
Hands of Children Nationwide
A first-of-its kind premium subscription LEGO building experience for children
ages 8 and older
By LEGO Systems, Inc.
ENFIELD, Conn., June 1, 2011 -- /PRNewswire/ -- LEGO Systems, Inc. today
launched LEGO® Master Builder Academy (LMBA), an exciting new program that
teaches the techniques of LEGO model designers via a year-long toy subscription.
The introductory kit “Level One LEGO Master Builder Academy Space Designer”
launches today for $29.99 at LEGO Stores in the USA, at shop.LEGO.com, and at
LEGOLAND® Parks and Discovery Centers. Beginning July 1st, the remaining five
kits are available as a subscription purchase for $69.99 and are delivered to
the home every other month.
Over the course of one year, LEGO MBA subscribers will receive over 1,000 LEGO
pieces, six Designer Handbooks, access to exclusive web content and a unique
LEGO minifigure for each of the two levels they complete in year one. The
Designer Handbooks reinforce each kit’s building theme and offer background
information on LEGO Master Builders, model design inspiration, Master Builder
tools, tricks and techniques, as well as detailed step-by-step building
instructions. For the first time, the building instructions expand beyond visual
cues: each LEGO MBA Designer Handbook incorporates additional insight from
Master Builders on successful building methods by addressing techniques such as
locking, model stability and sideways building, and teach children to
conceptualize, design and create on their own.
On the exclusive website, LEGOmba, builders will find
additional tools and inspiration, as well as a system to track progress. Every
LEGO MBA kit unlocks a series of Master Builder challenges, tips and techniques,
videos, rewards and more. Members are encouraged to upload pictures of their
creations to a dedicated gallery to showcase the ways in which they are
incorporating the lessons from the Master Builders to inspire one another. A
dedicated parents’ section provides parents with safety information and product
details, as well as updates on their child’s progression through the program and
exclusive LEGO MBA activities in their area.
“LEGO Master Builder Academy up-levels the fun of traditional LEGO building with
an entirely new approach that strengthens, tests and rewards children’s building
skills,” says Tim Kirchmann, senior brand manager, LEGO Group. “We’re
encouraging a generation of more accomplished builders by giving them the tips
and insights they need to conceptualize and design their own models, and we are
excited to see how they push the boundaries of LEGO play.”
LEGO Master Builders
LEGO Master Builders hold two critical jobs in the LEGO Group. The first group,
located at the company headquarters in Denmark, designs the LEGO sets sold
around the world each year. The second group – those who design and build all of
the spectacular, one-of-a-kind LEGO models on display at parks, stores and
special events across the world – are based at the company headquarters, as well
as at the USA office in Enfield, Connecticut, in Kladno, Czech Republic and at
LEGOLAND® theme parks in the USA, Denmark, UK and Germany. Both groups have
contributed their tricks of the trade to create the activities found in the LEGO
MBA program.
“The number-one question I hear from parents and children alike is ‘How can I
learn to build like a Master Builder?” says Erik Varszegi, a LEGO Master Builder
based in the USA. “With today’s introduction of the LEGO Master Builder Academy,
we’re excited to provide an answer that teaches children LEGO building
techniques while introducing them to the principles of the design and building
process in general, all while having fun. I can speak for all Master Builders
that we can’t think of a better play experience. ”
On July 23, 2011 all U.S.-based LEGO Stores will host a LEGO MBA-themed
in-store meeting. For more information on hours and advance registration please
visit LEGO stores.
For more information on LEGO MBA, visit LEGOmba.com. For
video highlights and Master Builder sound bites visit
LEGO Master Builder
Academy.
About the LEGO Group
The LEGO Group is a privately held, family-owned company, based in Billund,
Denmark. It was founded in 1932 and today the group is one of the world’s
leading manufacturers of play materials for children. The company is committed
to the development of children’s creative and imaginative abilities through its
products, which can be purchased in more than 130 countries. Visit
LEGO.com.
LEGO, the LEGO logo, the Brick and Knob configurations and the Minifigure are
trademarks of The LEGO Group. ©2011 The LEGO Group.
SOURCE LEGO Systems, Inc.
Sacbee.com
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