Subject:
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LEGO COMPANY AND NBA BUILD COMPREHENSIVE GLOBAL ALLIANCE
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Newsgroups:
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lugnet.mediawatch, lugnet.lego
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Date:
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Sat, 1 Jun 2002 05:15:09 GMT
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Viewed:
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429 times
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http://www.lego.com/eng/info/press/morepress.asp?CategoryId=4&id=409
LEGO COMPANY AND NBA BUILD COMPREHENSIVE GLOBAL ALLIANCE
NEW YORK, MAY 30, 2002 – The LEGO Company and the National Basketball
Association have reached an agreement for a comprehensive multi-year global
merchandising and marketing alliance that connects the world’s most recognized
sports brand among youth with one of the world’s leading toy brands for
children.
As part of the comprehensive agreement, the LEGO Company will use NBA league
and team logos and player attributes in communication materials, retail
promotions, products and packaging. The LEGO Company will launch a
comprehensive global marketing campaign that will incorporate 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. The LEGO Company’s marketing campaign also
will
include an interactive area at NBA All-Star Jam Session and participation in
NBA Jam Van – the league’s interactive traveling basketball experience.
Based on the multicultural appeal of the LEGO® and NBA brands, the LEGO
Company’s various global market operations also will participate in
NBA-sanctioned events and grassroots activities internationally, utilizing NBA
logos, photography and footage in NBA-themed promotions and advertising.
As part of a strategy to become the world’s strongest toy brand among families
with children, the LEGO Company later this year will introduce a new category
of toys called LEGO Sports. The alliance with the NBA, who represent the
global
appeal and popularity of basketball among today’s youth, will lay the
foundation for this new category. The LEGO Sports category translates LEGO
values of creativity, imagination and fun into innovative build-and-compete
sports games.
“The NBA is recognized around the world as one of the most popular sports
among
today’s youth, so we are confident that this partnership will result in an
increased awareness of and enthusiasm for the LEGO brand,” says Henrik
Poulsen,
senior vice president, global brand management for the LEGO Company. “We are
thrilled to work with the NBA, whom we see as a premiere partner in helping us
create the new LEGO Sports category, and believe this combination of strong
brands will create a major wave of excitement among children,” Poulsen
continues.
“LEGO is a very strong brand and we are pleased that our merchandising
business, which is experiencing healthy growth, will gain even more momentum
as
a result of this partnership,” said NBA Commissioner David Stern. “We welcome
LEGO as a new NBA marketing partner and they are representative of the
interest
the NBA is enjoying from global companies and powerful brands.”
Starting next season, LEGO products will be carried at The NBA Store on Fifth
Avenue in New York City and at The NBA Store on NBA.com.
With 29 teams in the United States and Canada, NBA games and related
programming are broadcast to 210 countries in 42 languages. The NBA is one of
the most popular and profitable sports or entertainment properties in the
licensing world with NBA league and team products in stores across the globe,
on the NBA Store on NBA.com, the NBA Store on Fifth Avenue in New York City,
and NBA City in Orlando. The NBA is a recognized leader in sports marketing
maintaining a strong roster of fully integrated domestic and global marketing
partnerships with the most recognizable brands in the world. For more
information on the NBA, visit www.nba.com.
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.
# # #
Contacts:
Matt Bourne, NBA, 212-407-8093, MBOURNE@NBA.COM
Global Company Communications, Billund, 79 50 49 19
_________
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