CLIKITS(TM), a new fashion design system from the LEGO Company, provides girls endless opportunities to create stylish accessories to express their personal style. The line is comprised of 16 compatible, collectible kits that encourage girls ages 6 and up to click together jewelry, room decor, picture frames and fashion accessories.

Although CLIKITS has been on-shelf in the arts and crafts aisle only for a short time, the buzz surrounding the accessory line is driving early sales at Toys 'R Us and Wal*Mart. Shortly after launch, three different CLIKITS items sold out at Toys 'R Us Times Square - an early indicator that the concept is "clicking" with consumers. Some store managers even are replacing existing store displays with CLIKITS as they receive their display kits - one commenting that the signage and display cases are "sharp, eye-catching and impressive for the category." Other store managers are allowing cross-merchandising in relevant areas of the store, like girls' fashion at Wal*Mart. The line will be available at most other major toy and discount merchandise retailers by August, as well as at A.C. Moore craft stores.

"We're thrilled with the early reactions we've been getting from retailers and consumers around the launch of CLIKITS, especially since it's our first step into the arts and crafts category," says Joanna Gale, LEGO brand manager for the line. "Retailers currently carrying the product are pleased with its early performance, girls are going in to stores with samples they've received looking for more, and we've heard from our merchandisers that they've been selling through cases while setting up the displays."

Some celebrities already have received starter kits and are clicking their style together with the new line, including Nickelodeon starlet, Jamie Lynn Spears, who, according to her mom, disappeared with her friends to customize fashions for hours. CLIKITS accessories also have been spotted on the Swedish pop quartet, PLAY, during a live concert at Walt Disney World and in an exclusive appearance on "Slimetime Live" on Nickelodeon. The group launched their second album, Replay, last month.

CLIKITS also ranks high with toy experts. Prior to the line's on-shelf debut, several CLIKITS items were recognized by the Oppenheim Toy Portfolio with Gold Awards in three distinct categories. Dr. Toy named CLIKITS accessories among the "Best Children's Vacation Products" for 2003 and Chris Byrne, also known as "The Toy Guy," featured CLIKITS on his recent tour of the best new summer toys.

"CLIKITS rely on the same push and snap principles that LEGO is known for, giving girls an arts and crafts project that they can use and wear when finished, and have as much fun showing off the finished products as they do creating them," says Byrne. "The creative process is both simple and satisfying, and the high quality pieces are easy for small hands to work. This is an ideal marriage of the best of crafts and toys for girls in this age bracket."

Earlier this year, LEGO Americas announced alliance with PLAY. Featured in print advertising wearing and displaying CLIKITS, the group will make promotional appearances and perform a private concert at the school of the grand prize winner of a national sweepstakes.

In February, LEGO Americas announced partnership with Limited Too, the leading speciality retailer for active, fashion-aware 'tween girls, making CLIKITS the "preferred fashion design system" of Limited Too. The deal also provides Inserts to the monthly catazine that reaches four million girls per issue, as well as nearly a half-million CLIKITS samples distributed in-store at the end of May. Currently the chain is testing in-store sales of CLIKITS items to possibly become a national point of distribution, and this fall, Limited Too and LEGO Company will be teaming up to present an all-day live music festival, presented by CLIKITS, at LEGOLAND(R) California.

Girls also can get clicking online at www.CLIKITS.com, where they can make virtual CLIKITS friendship bracelets with encoded messages to send to their friends. Since the site's launch, more than 1,000 virtual CLIKITS friendship bracelets are being sent per day, and currently, the site is registering 70,000 unique visitors per week. Girls will be inspired by the online magazine, CLIKITS girl!, where they will learn design tips and tricks and all the latest gossip and news, as well as view an online gallery of girls' creations and download free screensavers and desktop wallpaper.

Girls across the U.S. are getting hands-on with CLIKITS during the 20-city WHAT WILL YOU MAKE? travelling tour that delivers a celebration of LEGO building and creativity to families with children through November. Television ads started in the U.S. the first week of June on ABC, ABC Family, Disney Channel, Toon Disney and Nickelodeon, and online awareness programs with Yahooligans!, Neopets.com, Nick.com and MSN Kidz round-out the launch campaign.

For more information, visit www.CLIKITS.com

LEGO, the LEGO logo, CLIKITS and the brick configuration are trademarks of the LEGO Group. (C) 2003 The LEGO Group.