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., 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.