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Taken from:
http://www.lego.com/info/pressspecific.asp?PressReleaseId=164&Year=2001
LEGO Company enters the world of music
LEGO Company has linked up with Universal Music International in a unique three
year business partnership.
The world's largest music company has secured the support of a world famous
producer to develop music to accompany the latest new product launch from LEGO
Company: LEGO TECHNIC Bionicle. This will initially consist of a Music power
pack launched in Europe throughout the spring 2001 with further music projects
planned to support the product later in the year. All music releases will be
enhanced cd's with a multimedia content, which means that you by putting your cd
into the pc will experience an introduction to the LEGO TECHNIC universe.
Jens-Otto Paludan, MD Universal Music Denmark commented: "This is a very
exciting project for Universal Music and allows us to develop a relationship
with a prestigious brand outside of the music arena. The LEGO name is synonymous
with quality, imagination, creativity, innovation and fun - attributes we can
identify very closely with".
"We have chosen to work together with the Universal Music International because
we share the same target audience among young people between the ages of 7-
16.For these children story telling and music play a very important role in
their daily life. Young people absorb themselves in different universes and
identify with role models such as pop groups or they enjoy role-playing
themselves. Story telling plays a large role in LEGO TECHNIC Bionicle, which we
expect to be a hit among young people in this age group," says Stig Blicher,
Global Brand Director, LEGO Company.
"Our products stimulate many senses, so for us, it is only natural to
incorporate music into the LEGO universe. With LEGO TECHNIC Bionicle, it seems
natural to add new dimensions to the overall experience by releasing LEGO
inspired music to the public."
LEGO TECHNIC Bionicle is a totally new concept where storytelling is in focus.
Children can learn about the universe and follow the development of the story on
www.Bionicle.com (http://www.Bionicle.com)
The story begins at the island Mata Nui, where the six Toa heroes with one
destiny and the six Turaga priests are the main characters. The six Toas will be
released in Europe in February and in the States in August.
LEGO Company
LEGO Company is the world leader in providing quality products and experiences
that stimulate children's creativity, imagination and learning. It does so
through playful activities that encourage hands-on, minds-on creation, fun,
togetherness and sharing of ideas. The family owned LEGO Company was founded in
Denmark in 1932. By the year 2005, the company wants the LEGO brand to be the
strongest in the world among families with children.
For further information contact:
Eva Lykkegaard
LEGO Company
Tel: +45 79 50 74 24 E-mail: eva.lykkegaard@europe.lego.com
Lisa Bond
Universal Music International
Global Company Communications
Tel: +44 207 747 4217 E-mail: lisa.bond@umusic.com
Billund, 2001 This page was updated on January 29th, 2001
(C) 2000 The LEGO Group. All rights reserved. Use of this site signifies your
agreement to the terms of use. Legal Notice.
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