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Kids Turn Toy News

Digital Blue Joins Forces with LEGO Systems, Inc. to Create a Colorful New Line of Electronic Gear for Youth

Digital Blue

LAS VEGAS & ATLANTA --(Business Wire)-- Jan 09, 2009 Digital BlueTM, a leading innovator in electronics and software for the youth and teen market, today announced a licensing agreement with LEGO Systems, Inc., the world’s leading construction toy company, to create a LEGO®-inspired line of electronic gear. The line is scheduled for release in the summer of 2009 at price points ranging from $19.99 to $59.99.

Digital Blue will apply its expertise in value-priced digital and video cameras, MP3 players and other electronic gear to an extensive youth audience and to LEGO fans worldwide by creating four imagination-inspiring lines, including:

  • Brick-Built, Portable Electronics: The line features fully functional digital cameras, MP3 players, walkie talkies and USB drives that appear to be built from classic LEGO bricks.

  • BIONICLE®: Digital products that bring the excitement and action of the BIONICLE legend to life for boys ages 7-11. This line launches with digital cameras at Toys “R” Us. The remainder of the line is scheduled to be released in fall 2009 in tandem with the BIONICLE direct-to-video feature, and includes a stop animation video camera. It’s designed to appeal to a broad age range, including teens, and features the elemental essence of LEGO style.

  • Home Electronics: Boom boxes and alarm clock radios that feature classic LEGO brick elements scaled to oversized proportions.
“Digital Blue is extremely proud to team up with LEGO Systems, Inc, a highly regarded brand among generations of parents and kids throughout the world,” said Tim Hall, CEO of Digital Blue. “This partnership helps us to achieve our goal of expanding globally in support of a prominent brand worldwide.”

“We selected Digital Blue – the leader in youth electronics – to help bring the LEGO brand to life in an all-new way for its fans,” said Jill Wilfert, vice president of licensing for LEGO Group. “Our entrance into the youth electronics space will enable our fans to express themselves through photos, videos and music, while displaying their enthusiasm for one of the world’s all-time favorite toys. For the many people who create their own LEGO movies and photo vignettes, these products will be not only attuned to their interests, but cater to their hobbies as well.”

Digital Blue’s line of LEGO themed electronics will be available at retailers throughout the United States, Canada, Mexico, the United Kingdom, France and Germany.

To learn more about Digital Blue and its products visit www.digiblue.com.


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About Digital Blue
Digital Blue introduces today’s youth to a world of technology, innovation, design and fun. As a leading developer of interactive youth electronics and software, the company provides high quality, affordable products for kids, tweens and teens. Digital Blue is a strategic licensing partner for major entertainment brands including Disney, Warner Brothers, LEGO, WWE Inc. and has received industry acclaim from Oppenheim Toy Portfolio, iParenting, NAPPA and LIMA.
Founded in 2001, Digital Blue is headquartered in Atlanta, GA and operates four global offices. For more information about Digital Blue, its products, licenses and industry recognition please visit www.digiblue.com.

About LEGO
The LEGO Group (www.LEGO.com) is a privately held, family-owned company, based in Billund, Denmark. It was founded in 1932 and today the group 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 through its products, which can be purchased in more than 130 countries.
LEGO, BIONICLE and their respective logos are trademarks of the LEGO Group. © 2009 The LEGO Group. All rights reserved.