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POWER A and LEGO® Ink Exclusive Licensing Relationship
NOVEMBER 22, 2010 -- WOODINVILLE, Wash., BUSINESS WIRE --
POWER A, the retail consumer products brand of Bensussen Deutsch & Associates,
Inc. (BDA), today announced it has forged an exclusive licensing relationship
with The LEGO® Group to be its sole video game accessory partner in North
America. In this role, POWER A will support the core LEGO brand through a
variety of licensed gaming products available to consumers in major retail
outlets.
‘POWER A has built a reputation throughout the industry for its ability to
extend popular brands through high quality products that conform to the most
exacting standards,’ said Stephanie Lawrence, licensing director, The LEGO
Group. ‘While the LEGO brand is always evolving, there are core values that
remain constant. After a rigorous evaluation process, we chose to sign an
exclusive agreement with POWER A because we believe it is the best partner to
deliver both creativity and quality without compromise.’
POWER A is shipping its exclusive lineup of interactive, buildable LEGO licensed
products to major retail stores throughout the 2010 holiday buying season,
including the POWER A LEGO Play & Build Remote for Wii’ featuring official LEGO
tiles. In addition to being a high-quality remote for Wii, the buildable
surfaces and included 31 bonus LEGO tiles allow users to customize the design of
their remote. It also features compatibility with Wii MotionPlus’, an internal
speaker and larger buttons for enhanced control during game play. The POWER A
LEGO Play & Build Remote for Wii is available exclusively at Toys ‘R’ Us with an
MSRP of $39.99.
Also releasing this holiday season is a line of LEGO Harry Potter’ video game
accessories for Nintendo DS’. The components are made with official LEGO bricks
and tiles allowing consumers to play and build using their own LEGO bricks. The
LEGO Harry Potter Armor Case Kit for Nintendo DSi’ includes a system playthru
case with LEGO tiles featuring Harry Potter artwork and buildable LEGO plates
underneath, a ‘brick’ stylus with removable LEGO Harry Potter Minifigure’, and
two (2) stackable LEGO Brick Game Cases that fit one (1) Nintendo DS’ Game Card
each (MSRP $14.99). The LEGO Harry Potter Play & Build Kit for Nintendo DS
includes one (1) LEGO brick stylus with removable LEGO Harry Potter Minifigure
and two (2) stackable LEGO Brick Game Cases (MSRP $9.99).
POWER A and The LEGO Group will introduce additional video game accessories in
spring 2011 including a line for the LEGO Star Wars’ III: The Clone Wars video
game.
‘The opportunity for POWER A to work exclusively with the world-class LEGO toy
brands demonstrates the quality of our product and the broad reach of our retail
partners,’ said Eric Bensussen, president of POWER A and BDA. ‘Together, The
LEGO Group and POWER A will bring some of the most popular LEGO video game
franchises and the iconic LEGO bricks to gaming accessories that seamlessly
extend the brand franchise.’
About The LEGO Group
The LEGO Group is a privately held company based in Billund, Denmark. The
company is still owned by the Kirk Kristiansen family who founded it in 1932.
The LEGO Group is engaged in the development of children’s creativity through
playing and learning. Based on the world-famous LEGO brick, the company today
provides toys, experiences and teaching materials for children in more than 130
countries. The LEGO Group has approximately 8,000 employees, and it is the
world’s fifth largest manufacturer of play materials.
About POWER A
POWER A creates reliable, high quality and innovative accessories that amplify
consumers’ experiences with the world’s best technologies. This consumer
products division of Seattle-based BDA, Inc. partners with some of the most
popular consumer electronics companies in the world, including Nintendo of
America Inc, Sony Computer Entertainment America LLC, Microsoft and Apple.
Committed to producing the safest products possible, POWER A carefully monitors
product development and quality assurance to exceed the testing requirements of
its licensors. POWER A products are available at major retailers in North
America, Europe, Australia, and Latin America. To learn more about POWER A
accessories, please visit www.PowerA.com. POWER A: Amplify Your Experience’.
LEGO® and the LEGO logo are trademarks of The LEGO Group. HARRY POTTER
characters, names and related indicia are trademarks of and Warner Bros.
Entertainment Inc. Harry Potter Publishing Rights JKR. (s10)
sony.broadcastnewsroom.com
-end of report-
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