LEGO Company Lays Foundation for Growth With New Products for 2002
Leading toy company to debut in action figure aisle with innovative new building system to be unveiled at Toy Fair, expands creative offerings for children
NEW YORK--Feb. 8, 2002-- What do you get when you combine the world's best-known construction toy company, the leading writer of youth television programming, a cutting-edge production company and two major television broadcasters for children? An innovative way to experience and play with LEGO� toys that will take children to another Dimension.
The LEGO Company announced late last year a partnership with Canadian entertainment company, CineGroupe, that gives the Denmark-based toy company full global merchandising rights to the television show, GALIDOR(TM): Defenders of the Outer Dimension, based on a story and characters developed by Tommy Lynch. Premiering this week in the United States and Canada, the show is a stunning blend of reality and fantasy that tells a stirring tale about coming-of-age, discovering one's heritage, and experiencing the greatest adventure of all--living.
With GALIDOR, the LEGO Company debuts in the action figure category with a new organic building system, giving children the power to create characters and vehicles based on the television series. Featuring numerous points of articulation and 360 degree rotational abilities, the figures have interchangeable parts that can be built and rebuilt--a process called ``glinching''--to reflect the fantastic ability of the series' characters to embody the limbs of others to overcome obstacles and protect friends from harm.
Twelve figures make up the new assortment, including Nick Bluetooth, Gorm, Jens, Euripides and Nepol. Ranging in price from $9.99 to $59.99, the figures will be available in June with additions to the line this fall.
Capitalizing on a unique ability to innovate in a new category, the LEGO Company's move into the action figure aisle marks an important first for the company in its growth toward becoming the leading creative brand for families with children.
"Our 2002 product assortment is the best ever,'' says LEGO Systems, Inc. president Andrew Black. ``We're showcasing fantastic, innovative toys for all ages, abilities and interests - not to mention taking steps in new directions while still holding fast to our core values of imagination, creativity and fun.''
LEGO presence in the action figure category was predicated by the 2001 launch of constructible BIONICLE(TM) action heroes. Named one of last year's hottest toys, BIONICLE combines LEGO� construction, storytelling and collectibility in a quick-build format with rich role-play potential. In 2002, the BIONICLE legend continues with a swarm of evil like the Toa heroes have never before encountered. The 2002 product assortment delves even deeper into the BIONICLE story and will have children searching harder than ever for details about the insect-like creatures, called Bohrok, who are out to destroy the landscape of the mysterious island of Mata Nui. Be careful--legend has it that if you wake one Bohrok, you wake them all!
LEGO growth in 2002 also will be driven by successful line like the LEGO STAR WARS(TM) collection, which expands with 17 stunning new items, including models based on classic STAR WARS, Episode 1 and the May movie premiere of Episode II: Attack of the Clones. Faithful STAR WARS and LEGO enthusiasts alike will appreciate a one-foot scale model of the ever familiar Yoda(TM), made from 1,075 LEGO bricks that will be available at mass retail.
Parents will love a whole new focus for LEGO Preschool products, called LEGO EXPLORE, which opens worlds of discovery for youngsters. LEGO toys have been specially developed to stimulate creative development in four new ``Worlds'' of learning, encouraging children to explore being me, explore together, explore imagination and explore logic. LEGO EXPLORE stimulates ``playful learning,'' or natural cognitive development through creative Preschool play.
A total of more than 150 products make up the 2002 LEGO assortment. LEGO Bob the Builder(TM), JACK STONE(TM), Harry Potter(TM) and ALPHA TEAM(TM) enter their second years with plenty of momentum. LEGO Soccer returns with playful new practice sets, playing fields and a sponsorship of the 2002 U.S. Men's Team.
LEGO Studios moviemaking gets even better with new monster-themed accessory sets and two unique studio scenes based on the May movie release of Spider-Man(TM). Tech-savvy gamers will flip for a new twist to LEGO robotics called SpyBotics - four unique, programmable vehicles determined to accomplish the spy-themed missions you assign to them. Action sports for action lovers debut in LEGO ISLAND EXTREME STUNTS, and for high-speed adventures, LEGO and LEGO TECHNIC� vehicles in the new LEGO Racing line.
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 1,200 people in the Americas - approximately 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.
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.
Spider-Man, the character, TM (or�) &(c) 2002 Marvel Characters, Inc. Spider-Man, the movie, (c) 2002 Columbia Pictures Industries, Inc. All Rights Reserved.
All of Steven Spielberg's proceeds from the LEGO & Steven Spielberg MovieMaker Set are donated to the Starbright Foundation and Shoah Foundation.
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