Subject:
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LEGO Mall Kiosks open for the Holiday Shopping Rush
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Newsgroups:
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lugnet.mediawatch
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Date:
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Wed, 23 Oct 2002 15:56:46 GMT
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Viewed:
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1501 times
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(BUSINESS WIRE)
LEGO® Mall Kiosks Open for the Holiday Shopping Rush; LEGO Americas Teams
With Waldenbooks to Launch Innovative Fourth Quarter Retail Strategy
ENFIELD, Conn. Oct. 22, 2002--Expanding its national distribution, LEGO
Systems, Inc. today announces an alliance with Waldenbooks to launch its
LEGO® mall kiosk program. Nearly 150 LEGO kiosks will open by early November
in shopping malls in the United States and Canada. Waldenbooks will provide
expertise and personnel in operating the majority of the kiosks.
"We are pleased to introduce the LEGO kiosk program in time for this year's
holiday season," says Andrew Black, president, LEGO Systems, Inc. "We
understand the time constraints that consumers face during the holiday
season, and through extensive market testing, have found a solution that
makes it even easier to find LEGO products in the mall."
Black adds, "This initiative also allows us to feature fun hands-on events
for the entire family, which we believe will help build excitement for our
brand."
All LEGO kiosks will be operational through the end of the year. The LEGO
products available through this program include: the LEGO Harry Potter™
line, just named one of the hottest toys for the holidays by Toy Wishes
magazine, best-sellers BIONICLE™ and LEGO Stars Wars™ and new GALIDOR™
action figures and LEGO EXPLORE preschool toys.
Some kiosks will host a hands-on building event to construct a 13' tall LEGO
model of Hagrid, while others will provide a chance for consumers to
"Guess-the-Number-of-Bricks" in an 8' LEGO model of Hagrid. At every kiosk,
consumers can enter a sweepstakes running through December 1, 2002 to win a
trip for four to LEGOLAND® California in Carlsbad, California.
"As the nation's largest mall-based bookseller, Waldenbooks is well
positioned to support the LEGO Company and its extensive line of toys," said
Ron Staffieri, president of Waldenbooks. "We are pleased to lend our
expertise, gained through decades of successful mall-based retailing, to one
of the world's leading brands for children," he added.
To find a LEGO kiosk location, visit www.LEGO.com/legostores and use the
site finder titled "LEGO Kiosks."
LEGO Systems, Inc. (LSI) is the Americas (North America and Latin America)
division of the LEGO Company, a privately-held firm based in Billund,
Denmark. The LEGO Company employs nearly 1,300 people in the Americas - more
than three-quarters of whom work at LSI's 203-acre headquarters in Enfield,
Connecticut. The LEGO Company is committed to the development of children's
creative and imaginative abilities, and its 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
Waldenbooks is part of Borders Group, Inc., (NYSE:BGP), a leading global
retailer of books, music, video and other information and entertainment
items with Borders Books and Music stores in the United States, United
Kingdom, Australia, New Zealand, Singapore, and the commonwealth of Puerto
Rico. A Fortune 500 company headquartered in Ann Arbor, Mich., Borders Group
employs 32,000 worldwide and operates over 380 Borders domestic superstores,
24 international Borders stores, 36 Books etc. locations and approximately
810 Waldenbooks stores in malls throughout all 50 U.S. states. Teamed with
Amazon.com, the company also offers online shopping through Borders.com
(www.borders.com).
More detailed information for journalists is available at
www.bgimediacenter.com. Financial data is hosted on www.bordersgroupinc.com
and information on Borders stores is available through www.bordersstores.com.
LEGO and the LEGO logo are trademarks of The LEGO Group.
GALIDOR is a trademark.© 2002 CineGroupe and The LEGO Group.
HARRY POTTER, characters, names and related indicia are trademarks of and ©
Warner Bros. 2002.
©2002 Lucasfilm Ltd. & TM. All rights reserved. Used under authorization.
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