More than 25 different LEGO toys have received awards, endorsements and accolades from industry experts, national media and key retailers this holiday season. Recognition for LEGO products to date comes from: Oppenheim Toy Portfolio, National Association of Parenting Publications, The National Parenting Center, Parents' Choice Foundation, Canadian Toy Testing Council, Dr. Toy, DURACELL Kids' Choice Toy Survey, American Baby, Child, FamilyFun, Ladies' Home Journal, Nick Jr., Parents, Parenting, Toy Wishes, Wired, Working Mother, eBay, Toys R' Us, Zellers and PlayDate.

LEGO toys with plenty of buzz this season include products from LEGO EXPLORE - the new preschool discovery system - like Music Builder Composer, Music Builder Roller, On the Move Hospital and Police Station, Theatre Stories and Family Farm. The new LEGO Harry Potter(TM) line, based on last weekend's movie release, is at the top of lists, notably LEGO versions of the Chamber of Secrets(TM) and Dumbledore(TM)'s Office and BIONICLE(TM) continues to top holiday lists with the introduction of collectible new Toa Nuva heroes.

In addition to the holiday product buzz, LEGO Company has announced several alliances that contribute to the strategic intent of becoming one of the world's strongest brands among families with children.

"We've been partnering with strong brands that not only appeal to families with children, but also advocate our brand values of creativity, imagination, fun, quality and learning in their respective businesses," says Andrew Black, president, LEGO Americas. "Together with our partners, we will innovatively work to inspire and captivate children to play on and on."

Among the strategic alliances signed this year are:

Macy's: LEGO Americas is proud to sponsor the Macy's Thanksgiving Day Parade, one of the most time-honored traditions for America's families. Entitled the "LEGO Carousel of Imagination," the float features creative LEGO models serving as the "horses," and spins as it makes its way down the parade route, while children will be building with LEGO bricks. Renowned singer, Michael Feinstein will perform the song "Pure Imagination" when the float reaches Herald Square.

The LEGO Carousel of Imagination will be part of the Macy*s Thanksgiving Day Parade through 2004.

Nike, Inc.: Through a global strategic alliance with Nike, Inc., LEGO Company's popular BIONICLE(TM) property becomes an innovative new shoe for children's active lifestyles. New for this holiday season, special edition "BIONICLE by Nike" shoes are cross trainers that let children "wear the power" of their favorite Toa Nuva heroes, and come with removable masks that cover the toe-box. Additional masks can be collected to change the look and "power" of the shoes.

LEGO Company and Nike will continue to collaborate on creative approaches to children's athletic footwear based on BIONICLE and other LEGO properties.

National Basketball Association: A multi-year global merchandising and marketing alliance with the National Basketball Association (NBA) connects one of the world's most recognized sports brands among youth with the LEGO Company, one of the world's leading creative toy brands for children.

LEGO Company will use NBA league and team logos and player attributes in products, communication materials, retail promotions and packaging, will launch a comprehensive global marketing campaign incorporating many of the NBA's integrated marketing assets, and will have a feature area on NBA.com called the "LEGO Creative Play of the Week." LEGO Company also will participate in the NBA All-Star Jam Session and NBA Jam Van - the league's interactive traveling basketball experience.

National Hockey League: Through global strategic alliance with the National Hockey League (NHL), LEGO Company joins one of the most popular international sports leagues and entertainment brands, particularly among young people, to develop products and marketing programs to bring creative sports play for children to new levels.

LEGO Company will use NHL league and team logos in new build-and-play hockey-themed sports products, as well as in communication materials and packaging. The "LEGO Creative Play of the Week" will be a regular feature on NHL.com, and LEGO Company will have presence in the NHL All-Star Block Party and the NHL Hockey Rules Ice and Inline Skating Tour next fall. Internationally, LEGO Company will support the 2003 NHL Mall Tour in the Nordic region of Europe, as well as The NHL Challenge, a series of exhibition games to be held in Europe.

Waldenbooks: To expand national distribution and make LEGO products easier to find at the mall during the holiday shopping season, LEGO Americas has partnered with Waldenbooks, the nation's largest mall-based book retailer, to run the LEGO mall kiosk program. Nearly 150 LEGO kiosks are now open in malls in the United States and Canada, carrying the hottest LEGO toys like LEGO EXPLORE, BIONICLE, LEGO Harry Potter(TM) and LEGO STAR WARS(TM). The kiosks will be operational through the remainder of the holiday shopping season.

Based in Billund, Denmark, the LEGO Company, family-owned and privately-held since its founding in 1932, is a world leader in providing quality products and experiences that stimulate children's creativity, imagination and learning through playful activities that encourage hands-on, minds-on creation, fun, togetherness and sharing of ideas. Company 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

LEGO Systems, Inc. (LSI or LEGO Americas) is the North and Latin American division of the LEGO Company, employing nearly 1,200 people -approximately three-quarters of whom work at LSI's 203-acre headquarters in Enfield, Connecticut.

LEGO and the LEGO logo are trademarks of 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.