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(TM) line, just named one of the hottest toys for the holidays by Toy Wishes magazine, best-sellers BIONICLE(TM) and LEGO Stars Wars(TM) and new GALIDOR(TM) 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., 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).
LEGO and the LEGO logo are trademarks of The LEGO Group.
GALIDOR is a trademark.(c) 2002 CineGroupe and The LEGO Group.
HARRY POTTER, characters, names and related indicia are trademarks of and(c)Warner Bros. 2002.
* (c)2002 Lucasfilm Ltd. & TM. All rights reserved. Used under authorization.
