Subject:
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LEGO® Company to Enter Arts & Crafts Category
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Newsgroups:
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lugnet.mediawatch
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Date:
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Thu, 20 Feb 2003 01:10:34 GMT
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Viewed:
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1596 times
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(BUSINESS WIRE)--Feb. 12, 2003-
LEGO® Company to Enter Arts & Crafts Category with Launch of CLIKITS;
Innovative New Fashion Design System Gives Girls Power to Create Jewelry,
Room Decor, Accessories
ENFIELD, Conn.-- LEGO is known for its products that spur imagination and
creativity, LEGO Company today introduces CLIKITS™, a new fashion design
system that provides girls endless opportunities to create stylish
accessories to express their personality.
The CLIKITS line, available in the U.S. and Canada this June, marks the
company's debut in the arts & crafts category, and is comprised of 16
compatible, collectible kits that encourage girls ages 6 and up to piece
together jewelry, room decor, picture frames, and hair and fashion accessories.
"The CLIKITS line beautifully translates the LEGO values of creativity,
imagination and fun into a new way to experience the LEGO brand for arts &
crafts fans," says Andrew Black, president, LEGO Americas. "The ability to
easily create and re-create designs and fashions is innovative for the arts
& crafts category. We're confident this unique product, combined with the
exciting marketing programs we have planned, will generate excitement among
today's fashion-forward girls."
As part of the introduction, LEGO Americas has signed a marketing
partnership with Limited Too, a division of Too, Inc. (NYSE:TOO), the
leading specialty retailer for active, fashion-aware `tween (ages 7 to 14)
girls. With more than 500 stores throughout the U.S., the retailer is
considered the preeminent fashion brand by `tween girls. The multi-faceted
deal designates CLIKITS the "preferred fashion design system" of Limited
Too, and provides access to Limited Too's consumer contact points.
"Partnering with Limited Too offers a fantastic opportunity to `click' with
our target consumer to introduce the CLIKITS brand," says Black. "As the
source for the latest fashions for today's savvy, fashion-forward girls,
Limited Too! speaks to a large portion of today's tween girls, making them
an ideal partner for this introduction."
The Limited Too alliance is part of the larger marketing campaign for the
CLIKITS line. Other marketing vehicles to communicate the brand positioning
will include television advertising, a designated web site at
www.CLIKITS.com, online promotion, in-store visibility, sampling, consumer
sweepstakes promotion, presence at LEGOLAND® California and all LEGO® retail
stores. Other vehicles currently are in development.
The launch of an arts and crafts assortment is a natural extension of the
LEGO brand, according to Black. "CLIKITS takes the LEGO values and
translates them into a new play pattern. As with LEGO building toys, girls
still will be tapping into their imagination to design and create something,
except that with CLIKITS, the result will be a fashionable crafts
masterpiece," he says.
Four years of in-depth research preceded the introduction of CLIKITS.
According to a study conducted by market research firm, Copernicus, for the
LEGO Company, out of 16 different toy categories, mothers ranked both arts
and crafts and construction as the most preferred for their inherent values
- which this study shows are: fun, stimulates imagination and creativity,
and fosters pride in achievement.
The move into the arts and crafts category is part of LEGO Company's
long-term growth strategy. Not only does the move broaden the LEGO consumer
base to arts and crafts girls, it provides a greater retail opportunity.
Traditional LEGO retailers will carry the CLIKITS product in their craft
aisles, while new customer groups also will begin carrying LEGO product. "We
now have a product that major national and regional craft and hobby store
chains want to carry, and we're excited to expand our distribution to these
outlets," Black says.
CLIKITS items, recommended for ages 6 and up, range in price from $3.99 to
$29.99 (USD) and can be categorized in three distinct "mindstyles" - or
shape and color palettes: earth tones of oranges and yellows with flower
icons; pinks with heart icons; or turquoise and purple with star icons. Most
products include a 16-page inspiration booklet and select items also include
an organizer tray that stacks with other kit trays for easy storage, a
feature that arts and crafts research shows has real mom-appeal.
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
Limited Too is the leading specialty retailer focusing on active,
fashion-aware `tween girls. The company sells apparel, swimwear, sleepwear,
underwear, footwear, lifestyle and personal care products. Limited Too
currently operates 511 stores in 46 states and Puerto Rico and publishes a
catalog coinciding with key `tween shopping times throughout the year.
Limited Too also conducts e-commerce on its Web site, www.limitedtoo.com.
Limited Too is owned and operated by Too, Inc. (NYSE:TOO).
-end of report-
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