Subject:
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LEGO(R) is braching out into 'construct-your-own' board games.
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Newsgroups:
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lugnet.mediawatch, lugnet.general
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Date:
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Sun, 1 Feb 2009 11:28:28 GMT
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Viewed:
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22953 times
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LEGO(R) takes on Monopoly with construct-your-own board games.
By Harry Wallop, Consumer Affairs Editor. Jan. 31, 2009.
LEGO is entering the traditional world of board games this year when it launches
a range of innovative build-your-own board games.
The 75-year-old Danish company, famed for its building blocks, is branching out
by designing a range of toys that involve children constructing their own board
games out of LEGO building blocks.
Once they have completed the board and dice, the children can then play the
games, before rebuilding the construction differently and playing a new version
of the game. The set of six games were unveiled at this week’s Toy Fair in
London, which showcased the gadgets, toys and games that will be on the shelves
later this year.
LEGO move - taking on the giants of Scrabble and Monopoly - was the talk of the
show, with toy experts saying the company has the potential to revive the
fortunes of the flagging board game industry. Last year, despite the success of
Monopoly and Scrabble, board games struggled overall, with sales down 30 per
cent in the UK. Peter Jenkinson, editor of the website, Toyology, said: “Whilst
most major board manufacturers concentrate on revamping ageing titles, LEGO once
again show their strength by breaking the mould. They have invented something
completely new - and that rarely happens in the world of toys.”
The games start at £7.99 and climb to £19.99 and are aimed at children aged five
to nine, but LEGO predict younger children will be able to enjoy them. One game,
Rameses Pyramid, involves children building their own pyramid, complete with
treasure buried inside and Egyptian sphinxes. Players have to collect crystals
to climb their mini-LEGO character up the pyramid and claim the prize - the king
mummy.
Marko Ilincic, the British managing director of LEGO, said: “The board games
market is made up of old classics and heavily discounted products. There is a
real demand for innovation. “And in this climate parents want to buy from
trusted brands they remember from their childhood.”
Stuart Grant, the buying director of the country’s largest independent toy
chain, The Entertainer said: “I think LEGO’s idea is very, very clever. It is
pretty rare you see such a good new idea. And I think they are going to fly off
the shelves.”
The company insist that any family that loses a crucial building block that
might render the game useless, can order a new one from their website. The games
are set to go on sale this summer.
http://www.telegraph.co.uk/finance/newsbysector/retailandconsumer/4399444/Lego-takes-on-Monopoly-with-construct-your-own-board-games.html
-end of report-
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