BALTIMORE -- May 9, 2005 -- Kicking-off a 50th anniversary celebration that will run through the end of the year, the LEGO Group's "Town Plan," the very first LEGO® set designed under the guidance of the company's "10 Principles of Play" that also introduced a brick-building system to the market in 1955, today received the distinct designation of "historic" from the National Trust for Historic Preservation. In a ceremony held during the National Main Streets Conference, Richard Moe, president of the National Trust, presented an honorary certificate to Karsten Kristensen, master model builder for the LEGO Group.

To recognize the importance of good design, quality construction, family and community, the LEGO Group and the National Trust for Historic Preservation are partnering to engage parents and children in preservation and to build for the future one brick at a time. The "LEGO Brick to the Future:2055" Building Contest, also announced today, challenges children ages 5 - 14 to build a LEGO model of what they imagine they'll see in their Town Center in 2055.

"We are so pleased to partner with the National Trust for Historic Preservation in recognition and celebration of our shared commitment to community, quality design and buildings, preservation and innovation," said Kjeld Kirk Kristiansen, grandson of LEGO Group founder and current company owner. "My father developed the LEGO® System of Play to fill a void in the toy market; 50 years later it remains a mainstay of global childhood experience as a high-quality, compatible building system that grows with children, empowering them to creatively express themselves and bring their imaginations to life."

"Today, as the National Trust celebrates the 25th anniversary of its National Main Street Program, it is very fitting to also honor the LEGO Town Plan as an innovative educational tool that has no doubt inspired generations of creative thought leaders and preservationists," said Moe. "The National Trust is delighted to join with the LEGO Group to raise awareness for the importance of good design and craftsmanship in the builders and preservationists of the future - our children."

Commemorative products, consumer promotions, events and offers are planned to celebrate the golden year of the LEGO System of Play in 2005. Visit www.LEGO50th.com starting in June for updated information and activities.

50 Years of the LEGO System

At the 1954 Toy Fair, a buyer told Godtfred Kirk Christiansen (GKC), LEGO Group managing director and son of company founder, Ole Kirk, that the market lacked a product with a sound idea and that was fun and educational. GKC returned to Denmark with the goal of filling the need.

First, GKC formulated 10 principles of LEGO toy development, which still are used in product and brand experience development: 1) unlimited play potential; 2) for boys, for girls; 3) fun for every age; 4) year-round play; 5) healthy, quiet play; 6) long hours of play; 7) development, imagination, creativity; 8) the more LEGO pieces you have, the greater its play value; 9) extra sets available; 10) quality in every detail.

GKC then surveyed the company's portfolio of roughly 200 wooden and plastic toys and identified plastic LEGO "Mursten" (automatic binding bricks), developed in 1949, as the best candidate for creating the new LEGO System of Play.

The first play sets, called Town Plan, launched in Denmark in 1955, marking the first LEGO building sets with step-by-step building instructions to create a miniature town, complete with buildings, houses, roads, trees, fences and vehicles, and was designed to teach children the rules of the road through play. Town Plan sold phenomenally well, prompting expansion of the System portfolio and sales in Europe, and then eventually to North America.

Since 1955, the LEGO System has grown to include preschool building toys, exciting play themes, versatile designer sets, hot licensed properties, constructible action figures and arts & crafts kits.

The LEGO Group, a privately-held, family-owned company based in Billund, Denmark, is one of the world's leading manufacturers of play materials for children. The 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."

The National Trust for Historic Preservation is a private, nonprofit membership organization dedicated to protecting the irreplaceable. Recipient of the National Humanities Medal, the Trust provides leadership, education and advocacy to save America's diverse historic places and revitalize communities. Its Washington, D.C. headquarters staff, six regional offices and 26 historic sites work with the Trust's 270,000 members and thousands of local community groups in all 50 states. For more information, visit www.nationaltrust.org.

LEGO and the LEGO logo are trademarks of the LEGO Group. � 2005 The LEGO Group.