Subject:
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Polaroid, LEGOLAND Plan Joint Promotional Activities (long)
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Newsgroups:
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lugnet.loc.us.ca.sd
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Date:
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Sun, 10 Jan 1999 10:43:37 GMT
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2219 times
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I got this sent to me by AOL News service.
Russell
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Polaroid to Provide Instant Imaging, Other Photo Products and Services to New
LEGOLAND(R) California Family Park
LEGOLAND to Lend Visitors Free "LEGOLAND" Instant Cameras by Polaroid to
Photograph Sites and Events In New 128-Acre Park
Polaroid, LEGOLAND Plan Joint Promotional Activities
CAMBRIDGE, Mass., and CARLSBAD, Calif., Jan. 6 /PRNewswire/ -- Polaroid
Corporation, Cambridge Mass, and LEGOLAND California, scheduled to open in
Carlsbad in March, 1999, announced today that Polaroid has been named the
official supplier of photographic and imaging services at LEGOLAND.
The announcement was made jointly today by Bill Haviluk, President, LEGOLAND,
and Sandra B. Lawrence, Polaroid vice president.
Under the terms of the five-year agreement, Polaroid will act as "full- service
image-maker provider" to LEGOLAND and be the "official film and photo vendor"
at the new family park.
The agreement calls for LEGOLAND California to lend visitors a LEGOLAND instant
camera by Polaroid to record the sites and activities over six play areas --
Imagination Zone, Castle Hill, Fun Town, Village Green, Miniland and The Ridge
-- featuring attractions, rides, building opportunities, an exploration area
and more than 1,000 LEGO models "fabrickated" from 30 million LEGO(R) elements.
The LEGOLAND instant cameras by Polaroid will be available to guests on a
"first come, first served" basis.
Polaroid will create a special LEGOLAND instant camera and LEGO-bordered 600
instant film which will be for sale at LEGOLAND retail locations in the park,
along with a variety of other Polaroid instant cameras and film. Polaroid will
also offer its conventional (non-instant) cameras and film and LEGOLAND 35mm
single use cameras. New Polaroid cameras, such as the Pocket Camera, the
world's smallest instant camera which produces fun, mini-portrait- sized
photos, will be added as they are available.
Plans also call for Polaroid to provide digital imaging systems for souvenir
photos. The digital imaging systems will be operated by RX Technology, Inc.,
Mandeville, La. In addition, Polaroid will customize its technology to supply
instant "driver's licenses" at the LEGOLAND Driving School (a LEGOLAND
attraction) by June 1999.
According to Haviluk, "LEGOLAND California, the third LEGOLAND family park in
the world and the first in the US, is dedicated to children and to creativity.
The LEGO Group has always focused on children since our founding in 1932. Here
at LEGOLAND we stimulate children's imagination and creativity, and provide the
tools for this expression in a unique environment that families can enjoy
together. That's why our agreement with Polaroid is such a natural fit.
Polaroid instant photography affords that same sense of fun, expression and
creativity with instant results that everyone can enjoy together."
Adds Polaroid's Lawrence who directs Polaroid's Kids Category, now creating new
instant cameras and films directed at youngsters, "tweens" and teens, "Polaroid
instant photography affords a distinctive sense of spontaneity and delight not
unlike building something from LEGO bricks, creating it 'all by yourself.'
There is an inherent joy in taking and immediately seeing and sharing a
photograph with friends and parents. What better place to do that than in the
imaginative and highly photogenic environment of LEGOLAND? At Polaroid, we are
very much looking forward to this collaboration."
Polaroid and LEGOLAND are currently planning joint promotional activities.
About LEGOLAND California: LEGOLAND California, in Carlsbad, is an all- day
"hands-on" family experience where play is considered a child's most important
work. Featuring creative opportunities while stimulating the imagination of
children ages two through 12, the 128-acre park is the first LEGOLAND in the
United States, and the third in the world. The original park opened in
Billund, Denmark in 1968. In 1996, the second park opened in Windsor (near
London), England. LEGOLAND is a division of The LEGO Group. One of the world's
largest toy manufacturers, The LEGO Group is now comprised of 50 companies on
six continents with more than 9,000 employees (1,600 in the US). Products and
activities that bear the LEGO logo are based on the LEGO vision of "Idea,
Exuberance and Values" and the belief that "Children are our vital concern."
About Polaroid Corporation: with annual sales of more than $ 2.1 billion in
1997, Polaroid is the global leader in instant imaging. The company supplies
instant photographic cameras and film; digital imaging hardware, software and
media; medical diagnostic imaging media; secure identification systems;
graphics imaging systems; sunglasses; polarizers; and holographic films to
markets worldwide.
In 1998, Polaroid celebrated the 50th anniversary of the Polaroid instant
camera and film. Since the first Polaroid instant camera was manufactured and
sold in 1948, more than 200 million Polaroid instant cameras have been
manufactured and sold. Now, it is estimated, more than 5 million Polaroid
instant pictures are taken daily around the world.
"Polaroid" is a registered trademark of Polaroid Corporation. LEGOLAND and
LEGO are trademarks of The Lego Group.
SOURCE Polaroid Corporation
CO: Polaroid Corporation; The Lego Group
ST: Massachusetts, California
IN: HOU
SU:
01/06/99 09:01 EST http://www.prnewswire.com
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