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In lugnet.general, Bryan Kinkel writes:
> Can anyone else confirm this story?
The press release has just appeared at lego.com, Duplo name is going but
apparently the bricks themselves will remain:
May 14 2002
LEGO DUPLO brand disappears - but bricks live on
One of the fundamental changes in connection with the LEGO Company’s
introduction of a brand-new development system for pre-school children is
that the LEGO DUPLO name will disappear. Although the old-established brand
name will be discontinued, the familiar bricks certainly will not. They now
become part of the new complete development system, LEGO EXPLORE. A concept
based on the child’s natural way of learning.
The new system focuses on four play worlds: explore being me, explore
together, explore imagination and explore logic. The products in explore
being me develop the child’s ability to understand itself. In explore
together the child learns about relationships with other people, and in
explore imagination the child develops the skill of expressing itself
creatively. Finally, in explore logic the child develops the ability to
understand how things relate to each other.
Says Francesco Ciccolella, Senior Vice President of Global Brand Management
at the LEGO Company: “Parents regard us as a skilled sparring partner when
it comes to developing the child through play. The new development system,
which will be introduced in June, will highlight these skills. Play and
learning are elementary aspects of LEGO values, and it is one of our vital
tasks to communicate this to parents.”
For further information please contact
Eva Lykkegaard
Global Company Communications
Tel. 0045 79 50 74 24 or
eva.lykkegaard@europe.lego.com
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Message has 1 Reply:
 | | Re: LEGO stops DUPLO - PRESS RELEASE
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| Deidre, Thanks for posting the press release... I will be interested to see what Lego brings to the table in June. I wonder if Lego feels having sub-brands, such as Duplo, Primo, System, etc. dilutes the message and power of the main "LEGO" brand? (...) (23 years ago, 14-May-02, to lugnet.general, lugnet.duplo)
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Message is in Reply To:
| | Re: LEGO stops DUPLO
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| Can anyone else confirm this story? My 19 month old daughter loves her Duplo bricks. She often gets frustrated with other toys and figures because they don't fit together! I can't imagine Lego dropping Duplo for another "system" of toys for (...) (23 years ago, 14-May-02, to lugnet.general, lugnet.duplo)
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