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From:
http://www.lego.com/info/pressspecific.asp?PressReleaseId=170&Year=2001
LEGO Company Teams With Skateboarding Pro Andy Macdonald
Company Aligns with Professional Skateboarder to Promote New Line of Action
Heroes for Kids
New York. February 13, 2001
LEGO Systems, Inc., the division of the LEGO Company that serves the Americas,
today announces a partnership with Andy Macdonald, six-time X-Games
skateboarding gold-medallist and five-time World Cup Skateboarding overall
points champion. The company has signed Macdonald for a one-year sponsorship to
promote its new line of Bionicle action heroes, which will be unveiled during
this week’s American International Toy Fair.
As part of the agreement, Macdonald will make special guest appearances at
several Bionicle events planned for 2001, in addition to wearing the Bionicle
logo and icon on the deck of his board and participating in Bionicle promotions
at select skateboarding events. LEGO Company also may use Macdonald’s likeness
in promotional materials and premiums.
“I’m psyched to be riding for the LEGO Company,” says Andy Macdonald. “I’ve been
a fan of LEGO since I was a kid and my whole bedroom floor was covered with a
LEGO town.”
Leading the LEGO Company’s 2001 product assortment, Bionicle is a line of action
heroes in the company’s LEGO® TECHNIC® category. A departure for the company,
the new Bionicle line features quick-build, collectible items based on a richly
detailed and intriguing story line. Bionicle will launch in the Americas this
summer, with additional items representing the action heroes’ foes following in
early fall.
“Bionicle is unlike anything we’ve done before,” says Eric Wolfe, director of
marketing for LEGO Systems. “With that in mind, we’ve created an aggressive
marketing program for the products that is equally unique. Having Andy on board
with us on the Bionicle project is a perfect fit – he’s a leader in his sport,
he’s cutting-edge and he’s all about creative expression, qualities we value in
the LEGO brand name as well.”
The story of Bionicle takes place on the island of Mata Nui, where the evil
Makuta rules and times are dark. A legend says that six heroes will come to
restore peace. One day, six canisters drift ashore, each containing one of the
six mighty Toa. The legendary Toa have arrived, but to defeat the evil Makuta,
the Toa must find the Kanohi, or great Masks of Power. Many dangers await them
before they can find the power to fulfill their destiny and free the island and
its inhabitants from evil.
For more information, visit www.bionicle.com
Media Contact
Michael McNally
LEGO Company
Tel: 860-763-7825
Pgr: 888-502-5741
Andy Macdonald's laundry list of accomplishments has cemented his position as
one of the top professional skateboarders in the world. Six X-Games gold medals,
a first-place finish at the 2000 Gravity Games, a Guinness World Record, five
World Cup Skateboarding overall points championships, a U.S. postage stamp
modeled after his likeness, a policy-related appearance and speech at the White
House with former President Bill Clinton, and spokesperson for The Partnership
for a Drug-Free America and ONDCP. At only twenty-seven years of age, Andy
(a.k.a. Andy Mac) is a multidiscipline athlete, who in the last four years is
the only professional skateboarder to rank in the world’s top ten in both street
and vert competitions. Andy’s unique style and determination have made him one
of the most popular athletes in skateboarding today.
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 more than 1,500 people in the Americas –
approximately one half 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.
This page was updated on the 26th of February 2001
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