LEGO Systems, Inc., the Americas division of one of the world's best-known toy brands, prepares to open three new LEGO(R) brand retail stores in the San Francisco Bay Area. The growth will bring the total number of LEGO Stores in California to six, with three existing locations in Anaheim, Glendale and at LEGOLAND(R) California in Carlsbad. The new LEGO Stores set the standard in kid-chic display design and consumer-friendly interactive areas.

"The LEGO Store concept provides an opportunity to enhance our consumers' overall brand experience," says Matt Harker, vice president of LEGO Brand Retail in the Americas. "The quality and assortment offering of our products is second to no other construction toy company, so we aim to reflect that quality and excitement in the brand experience children and families will have in our new store design."

The new LEGO Stores house wall-to-wall product offerings as well as three key feature components: the Brand Ribbon, the Living Room and the Pick-A-Brick wall. The Brand Ribbon is a design element that runs the circumference of the store with classic model displays and historical Company information to excite guests. The Living Room, prominently positioned in the center of the store, is an interactive area for consumers to get "hands-on, minds-on" with LEGO play materials and new products, view set displays or take a temporary break from shopping. The Pick-A-Brick section, a new retail concept for the Company based on success in LEGOLAND(R) Parks and European brand stores, allows consumers to purchase bulk LEGO bricks in a variety of colors and shapes.

LEGO fans in the San Francisco Bay Area can look forward to new store openings at the Valley Fair Mall in Santa Clara, the Hillsdale Mall in San Mateo and the Stoneridge Mall in Pleasanton. For more information, contact LEGO Consumer Services at (800) 233-8756 or visit www.LEGO.com/legostores

New LEGO Store Constructed in Tysons Corner Center, Ready to Open Thursday, August 26th

ENFIELD, Conn. -- Aug. 24, 2004-- Consumer-Friendly Store Concept Designed to Enhance LEGO(R) Experience and Build Brand Loyalty

LEGO Systems, Inc., the Americas division of one of the world's best-known toy brands, today prepares to open a new LEGO(R) brand retail store at Tysons Corner Center in McLean, VA. The new LEGO Store sets the standard in kid-chic display design and consumer-friendly interactive areas.

"The new LEGO Store provides an opportunity to enhance our consumers' overall brand experience," says Matt Harker, vice president of LEGO Brand Retail in the Americas. "The quality and assortment offering of our products is second to no other construction toy company, so we aim to reflect that quality and excitement in the brand experience children and families will have in our new store design."

The new LEGO Store houses wall-to-wall product offerings as well as three key feature components: the Brand Ribbon, the Living Room and the Pick-A-Brick wall. The Brand Ribbon is a design element that runs the circumference of the store with classic model displays and historical Company information to excite guests. The Living Room, prominently positioned in the center of the store, is an interactive area for consumers to get "hands-on, minds-on" with LEGO play materials and new products, view set displays or take a temporary break from shopping. The Pick-A-Brick section, a new retail concept for the Company based on success in LEGOLAND(R) Parks and European brand stores, allows consumers to purchase bulk LEGO bricks in a variety of colors and shapes.