Subject:
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LEGO Momentum 'Builds' as Holidays Approach
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Newsgroups:
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lugnet.general
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Date:
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Fri, 22 Nov 2002 16:40:27 GMT
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(BUSINESS WIRE) 11-21-2002 from ENFIELD, Conn.
LEGO® Momentum 'Builds' as Holidays Approach; Toy Awards and Strategic
Partnerships Usher in Strong Holiday Season and Promising New Year for
Creative Toy Brand.
Momentum is building for the LEGO® brand in the Americas this holiday
season, as the LEGO Company celebrates a strong, award-winning product line
and several strategic alliances that will continue to raise excitement for
the LEGO brand in 2003.
More than 25 different LEGO toys have received awards, endorsements and
accolades from industry experts, national media and key retailers this
holiday season. Recognition for LEGO products to date comes from: Oppenheim
Toy Portfolio, National Association of Parenting Publications, The National
Parenting Center, Parents' Choice Foundation, Canadian Toy Testing Council,
Dr. Toy, DURACELL Kids' Choice Toy Survey, American Baby, Child, FamilyFun,
Ladies' Home Journal, Nick Jr., Parents, Parenting, Toy Wishes, Wired,
Working Mother, eBay, Toys R' Us, Zellers and PlayDate.
LEGO toys with plenty of buzz this season include products from LEGO EXPLORE
- the new preschool discovery system - like Music Builder Composer, Music
Builder Roller, On the Move Hospital and Police Station, Theatre Stories and
Family Farm. The new LEGO Harry Potter™ line, based on last weekend's movie
release, is at the top of lists, notably LEGO versions of the Chamber of
Secrets™ and Dumbledore™ Office and BIONICLE™ continues to top holiday lists
with the introduction of collectible new Toa Nuva heroes.
In addition to the holiday product buzz, LEGO Company has announced several
alliances that contribute to the strategic intent of becoming one of the
world's strongest brands among families with children.
"We've been partnering with strong brands that not only appeal to families
with children, but also advocate our brand values of creativity,
imagination, fun, quality and learning in their respective businesses," says
Andrew Black, president, LEGO Americas. "Together with our partners, we will
innovatively work to inspire and captivate children to play on and on."
Among the strategic alliances signed this year are:
Macy*s LEGO Americas is proud to sponsor the Macy*s Thanksgiving Day Parade,
one of the most time-honored traditions for America's families. Entitled the
"LEGO Carousel of Imagination," the float features creative LEGO models
serving as the "horses," and spins as it makes its way down the parade
route, while children will be building with LEGO bricks. Renowned singer,
Michael Feinstein will perform the song "Pure Imagination" when the float
reaches Herald Square.
The LEGO Carousel of Imagination will be part of the Macy*s Thanksgiving Day
Parade through 2004.
Nike, Inc. Through a global strategic alliance with Nike, Inc., LEGO
Company's popular BIONICLE™ property becomes an innovative new shoe for
children's active lifestyles. New for this holiday season, special edition
"BIONICLE by Nike" shoes are cross trainers that let children "wear the
power" of their favorite Toa Nuva heroes, and come with removable masks that
cover the toe-box. Additional masks can be collected to change the look and
"power" of the shoes.
LEGO Company and Nike will continue to collaborate on creative approaches to
children's athletic footwear based on BIONICLE and other LEGO properties.
National Basketball Association A multi-year global merchandising and
marketing alliance with the National Basketball Association (NBA) connects
one of the world's most recognized sports brands among youth with the LEGO
Company, one of the world's leading creative toy brands for children.
LEGO Company will use NBA league and team logos and player attributes in
products, communication materials, retail promotions and packaging, will
launch a comprehensive global marketing campaign incorporating many of the
NBA's integrated marketing assets, and will have a feature area on NBA.com
called the "LEGO Creative Play of the Week." LEGO Company also will
participate in the NBA All-Star Jam Session and NBA Jam Van - the league's
interactive traveling basketball experience.
National Hockey League Through global strategic alliance with the National
Hockey League (NHL), LEGO Company joins one of the most popular
international sports leagues and entertainment brands, particularly among
young people, to develop products and marketing programs to bring creative
sports play for children to new levels.
LEGO Company will use NHL league and team logos in new build-and-play
hockey-themed sports products, as well as in communication materials and
packaging. The "LEGO Creative Play of the Week" will be a regular feature on
NHL.com, and LEGO Company will have presence in the NHL All-Star Block Party
and the NHL Hockey Rules Ice and Inline Skating Tour next fall.
Internationally, LEGO Company will support the 2003 NHL Mall Tour in the
Nordic region of Europe, as well as The NHL Challenge, a series of
exhibition games to be held in Europe.
Waldenbooks To expand national distribution and make LEGO products easier to
find at the mall during the holiday shopping season, LEGO Americas has
partnered with Waldenbooks, the nation's largest mall-based book retailer,
to run the LEGO mall kiosk program. Nearly 150 LEGO kiosks are now open in
malls in the United States and Canada, carrying the hottest LEGO toys like
LEGO EXPLORE, BIONICLE, LEGO Harry Potter™ and LEGO STAR WARS™. The kiosks
will be operational through the remainder of the holiday shopping season.
Based in Billund, Denmark, the LEGO Company, family-owned and privately-held
since its founding in 1932, is a world leader in providing quality products
and experiences that stimulate children's creativity, imagination and
learning through playful activities that encourage hands-on, minds-on
creation, fun, togetherness and sharing of ideas. Company 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
LEGO Systems, Inc. (LSI or LEGO Americas) is the North and Latin American
division of the LEGO Company, employing nearly 1,200 people - approximately
three-quarters of whom work at LSI's 203-acre headquarters in Enfield,
Connecticut.
LEGO and the LEGO logo are trademarks of The LEGO Group.
HARRY POTTER, characters, names and related indicia are trademarks of and ©
Warner Bros. 2002.
© 2002 Lucasfilm Ltd. & TM. All rights reserved. Used under authorization.
LEGO Americas
SOURCE: LEGO Company
-end of report-
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Message has 4 Replies:
 | | Re: LEGO Momentum 'Builds' as Holidays Approach
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| (...) This is great news. Great job, Lego. No mention of Galidor. (50% off at TRU). (...) EXPLORE (...) Who else misses the "Duplo" brand name. Which well loved Lego brand will be the next victem of marketting consultants? (...) to (...) What I want (...) (22 years ago, 22-Nov-02, to lugnet.general)
| | | Re: LEGO Momentum 'Builds' as Holidays Approach
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| Lego SHOES. This I have got to see. Now, if only I could convert a cross-trainer (a possibly unhealthy shoe) to a running shoe and to a soccer shoe by BUILDING LIKE CRAZY-- that would be innovative. When I was a kid we had to make our own shoe (...) (22 years ago, 22-Nov-02, to lugnet.general)
| | | Re: LEGO Momentum 'Builds' as Holidays Approach
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| (...) The only products that have renewed my confidence in LEGO® the past year or so has been the Legends, new trains, and MOC series (...) DUPLO®...called by another name (...) And like all collectable fads (Pokemon, Beanie Babies, Cabbage Patch (...) (22 years ago, 22-Nov-02, to lugnet.general)
| | | Re: LEGO Momentum 'Builds' as Holidays Approach
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| (...) <SNIPPED> (...) <MORE SNIPPING> (...) <HERE'S THE MEAT> (...) Depending on how this deal has been struck, this could be some of the best business/financial news to come out of the LEGO company in years. If it is Nike that is making shoes based (...) (22 years ago, 23-Nov-02, to lugnet.general)
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