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Taken from:
http://www.lego.com/info/pressspecific.asp?PressReleaseId=154&Year=2001
Microsoft Corp. to Deliver Joint Services and Products with LEGO Company
Enabling Consumers to Explore and Develop Their Creative Potential.
REDMOND, Wash., and BILLUND, Denmark -- Jan. 10, 2001
Microsoft Corp. and LEGO Company today announced the formation of a sweeping
global alliance that will result in new services and enhanced products and
technologies for consumers around the world. Through joint efforts, Microsoft
and LEGO Company will create stimulating and exciting experiences by combining
digital technology with the famous building bricks. The synergy between LEGO
Company's family content, MSN's word-wide consumer network, and Microsoft's
software and service expertise, provides a unique business platform to deliver
an exciting environment where consumers can create and explore.
"Together with LEGO Company, Microsoft will deliver an imaginative and powerful
way for consumers of all ages to learn and be creative through our leading
technology," said Rick Belluzzo, group vice president of the Personal Services
and Devices Group at Microsoft. The LEGO brick is recognized worldwide and will
be an ideal tool as we pioneer new solutions consumers can use to explore,
experiment and exchange information."
"The combination of the LEGO brandís powerful relationship with children and
families all over the world -- based on our values of imagination, creativity,
fun and learning -- with Microsoft's vision of empowering people of all ages
through great software any time, any place and on any device, creates a unique
opportunity for a relationship that serves children in a way that truly makes a
difference in their lives," said Torben Ballegaard Sorensen, executive vice
president, LEGO Company.
Microsoft and LEGO Company Forge Ahead
The alliance between Microsoft and LEGO Company will span a multitude of groups
within each company and touch the lives of millions of their consumers.
Initially, key areas of Microsoft involved in the LEGO alliance will include
MSN(R), Microsoft(R) Windows Media(TM) Technologies, the Xbox(TM) video game
system, and .NET services.
Consumers can already benefit from the Microsoft and LEGO Company alliance
at MSN Kids channel (http://www.kids.msn.com), where LEGO Company is working
with MSN to deliver creative, new content. In addition, LEGO Company products
are already featured on MSN eShop, the one-stop shopping location on MSN.
Consumers are able to experience the world of LEGO Company in a virtual
environment by exploring MSN Kids channel for the latest LEGO games and
activities as well as purchase the physical products that consumers enjoy
through MSN eShop. In addition, LEGO Company will have an advertising presence
in targeted areas of MSN and will be marked by further joint marketing
opportunities where consumers will be able to experience the advantages of the
Internet together with MSN and LEGO Company.
LEGO Company will adopt Microsoft technologies in its future offerings by
integrating Microsoft Passport for authentication and wallet data -- as well as
the COPPA-compliant Kids Passport -- into the new LEGO.com Web site, to help
ensure consumers the most secure, reliable and easy way to make purchases
online. On the interactive entertainment front, LEGO Company has been named a
game developer for the new Xbox for gamers of all ages. The company will also
integrate Windows Media into new versions of the successful LEGO Studios line of
moviemaking products. Similarly, LEGO Company will facilitate the integration of
Microsoft .NET services and technologies throughout its global enterprise
network to increase productivity of its users and availability of content, while
reducing total cost of ownership.
About LEGO Company
The family-owned LEGO Company was founded in Denmark in 1932. The company is the
world leader in providing quality products and experiences that stimulate
childrenís creativity, imagination and learning. It does so through activities
that encourage hands-on, minds-on creation, fun, togetherness and sharing of
ideas. These activities include the development and marketing of computer-based
play and educational materials, such as the award-winning LEGO MINDSTORMS
product line. By the year 2005, the company wants the LEGO brand to be the
strongest in the world among families with children. More information about the
company is available at LEGO.com
About Microsoft
Founded in 1975, Microsoft (Nasdaq "MSFT") is the worldwide leader in software,
services and Internet technologies for personal and business computing. The
company offers a wide range of products and services designed to empower people
through great software -- any time, any place and on any device.
For more information, press only:
Microsoft Corp.
Michelle Simpson, Waggener Edstrom, (503)443-7000, mailto:michs@wagged.com
Rapid Response Team, Waggener Edstrom, (503) 443-7000 mailto:rrt@wagged.com
For additional information on Microsoft, please visit Microsoftís corporate
information pages on http://www.microsoft.com/presspass
LEGO Company
Eva Lykkegaard, +45 79 50 74 24, mailto:eva.lykkegaard@europe.lego.com
Kina Paegert, (760) 9185377 mailto:kinap@america.lego.com
For more information on the LEGO Company, please visit
http://www.lego.com/info/default.asp
Microsoft, MSN, Windows Media and Xbox are either registered trademarks or
trademarks of Microsoft Corp. in the United States and/or other countries. The
names of actual companies and products mentioned herein may be the trademarks of
their respective owners.
LEGO is a registered trademark owned by the LEGO Group.
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