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Kids Turn Toy News

The LEGO Group and Atlantis, Paradise Island Announce Multi-Year Partnership

LEGO Construction area at Atlantis, Paradise Island

Legendary Brands Unite to Provide Exclusive Family Experiences, Officially Open Atlantis Kids Adventure

ENFIELD, Conn. & PARADISE ISLAND, The Bahamas --(Business Wire)-- Feb 02, 2010 LEGO Systems, Inc., the North American division of one of the world’s most iconic toy brands, today announced a strategic partnership with Atlantis, Paradise Island resort, one of the top family resorts in the world, as ranked by Parents, Condé Nast Traveler and Travel + Leisure Family. The alliance creates a multi-tier program that kicks off the official opening of the resort’s new, state-of-the-art Kid’s Club, Atlantis Kids Adventure, designed to offer innovative experiences to families with children and marking the first time LEGO Systems has partnered with a family resort.

Inspired by a new line of LEGO® construction toys that takes children’s imaginations on an under-the-sea quest for treasure, the partnership will come to life on property in The Bahamas through an exclusive LEGO Construction Zone in the Kid’s Club, Atlantis Kids Adventure, which will also host the world’s first LEGO Atlantis Fantasy Camp this summer. A family sweepstakes with Toys“R”Us and JetBlue Airways, the official airline of the first-ever LEGO Atlantis Fantasy Camp, will send 10 winners to the event, to be held in three five-day sessions in July 2010.

The partnership launched January 16 with an in-store building event at Toys“R”Us Times Square. Families were invited to help a LEGO Master Builder create a larger-than-life mural of paradise and 3-D sea creatures using LEGO bricks. On display was a 5-foot-tall LEGO model of a scuba diver, named L.A.N.S.E., who embarked on an exclusive trip to Atlantis, Paradise Island, where he was previewed to families on all elements of the partnership as they came to life at the resort.

L.A.N.S.E. was flown nonstop by JetBlue Airways from its state-of-the-art new Terminal 5 at New York’s John F. Kennedy International Airport to Nassau, Bahamas and transported to Atlantis, Paradise Island, where he was temporarily submerged into the Ruins Lagoon, the resort’s largest marine habitat complete with Atlantean artifacts and more than 50,000 marine animals to replicate the role play adventures of underwater explorers in the LEGO sets. L.A.N.S.E. also toured the new Atlantis Kids Adventure, oversaw LEGO building activities and participated in resort-wide activities that punctuate the fun of any family trip to Atlantis, Paradise Island. Daily video transmissions offered glimpses of the adventure at Facebook, YouTube, Twitter and www.LEGOAtlantisKidsAdventure.com.

“As the lead brand builder and partnership seeker for Kerzner, I jumped at the opportunity to create such a perfectly matched program for Atlantis, Paradise Island with the LEGO brand. We are truly excited to bring this partnership to life throughout the year and know our guests and families everywhere will find value in the many elements we have created together,” said Lauren Snyder, Executive Vice President and Chief Communications Officer, Kerzner International.

“What child doesn’t dream of his role play adventures as a hero coming to life in the real world?” said Michael McNally, director of brand relations, LEGO Systems. “In partnering with Atlantis, Paradise Island, we can offer families a once-in-a-lifetime opportunity to bring the fun, fantasy and thrill of the playroom to a very real, tangible and memorable vacation experience.”

LEGO Construction Zone at Atlantis Kids Adventure
The LEGO Construction Zone debuts within the new 8,000-square-foot state of the art kid’s club, Atlantis Kids Adventure. Complete with thousands of LEGO bricks of all sizes and colors and a wall covered in LEGO base plate that children can build directly onto, the room complements the numerous hands-on activities the club offers to resort guests ages 6-12.

Guests may build free-form as part of their daily visit to the club, or they can sign-up for a premium LEGO building experience among five other options designed to satisfy any child’s interests.

LEGO Atlantis Fantasy Camp
The world’s first LEGO Atlantis Fantasy Camp experience launches this summer at Atlantis, Paradise Island. Families can book their July 2010 vacations around three exclusive, 5-day on-property workshops where children ages 6-12 can get up close and personal with LEGO Master Builders, embark on resort-wide scavenger hunts and gain unprecedented access to the resort’s marine operations and kid’s facilities. Families are invited to participate in the entire 5-day package or purchase single full-day participation in the camp activities. JetBlue is the official airline of LEGO Atlantis Fantasy Camp and will provide air-inclusive packages at www.jetblue.com. Camp packages can be purchased as an add-on to resort stays for $425 per child per 5-day session on atlantis.com or by calling 800-ATLANTIS.

LEGO Atlantis Fantasy Camp Sweepstakes
Retail partner Toys“R”Us will launch a sweepstakes from January 31 through its weekly news circular, on Toysrus.com and in-store for 10 families of four to win all-expense paid trips to participate in LEGO Atlantis Fantasy Camp in July 2010. The sweepstakes will also be promoted to the LEGO Club in the January and March 2010 issues of the Club’s members-only magazines: LEGO BRICKMASTER, LEGO CLUB and LEGO CLUB Jr., as well as through LEGO Stores across the country and online. Entries will be accepted through April 15, 2010. Information on the sweepstakes and how to enter can be found at www.LEGOAtlantisKidsAdventure.com.

For more information, call 1-800-Atlantis or visit Atlantis.com.


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About Atlantis, Paradise Island resort
Atlantis, Paradise Island is the flagship resort of Kerzner International, a leading international developer and operator of destination resorts, casinos and luxury hotels. This unique, ocean-themed destination is located on Paradise Island, The Bahamas, and features a variety of accommodations, all built around a 97-acre waterscape comprised of over 20 million gallons of fresh and saltwater lagoons, pools and habitats. Home to the largest open-air marine habitat in the world, there are over 50,000 marine animals in lagoons and displays, including The Dig, a maze of underwater corridors and passageways providing a journey through ancient Atlantis. Atlantis is home to Aquaventure, a non-stop water experience consisting of thrilling water slides, a mile-long river ride with high intensity rapids and wave surges, and never-before-seen special effects. Dolphin Cay, the resort’s interaction and education center, was created with the goal of enlightening visitors about the wonders of these remarkable ocean inhabitants. The Cove Atlantis, a 600-room resort, features oversized rooms with a step down living space, spectacular designs by acclaimed interior architects Jeffrey Beers and David Rockwell, unprecedented services and amenities, private all-adult and family pools, lavish cabanas and breathtaking views of the ocean. Atlantis is also known as THE culinary destination in The Caribbean with a collection of restaurants from world-renowned chefs including Nobu Matsuhisa, Jean-Georges Vongerichten and Bobby Flay. The resort boasts an impressive collection of luxury boutiques and shops, and the largest conference center and meeting and convention facilities in The Caribbean.

For further information about Atlantis, Paradise Island; telephone 954-809-2000, or visit Atlantis.com. For reservations, call your travel agent or 800-ATLANTIS.

About LEGO Systems, Inc.
LEGO Systems Inc. (LSI) is the Americas division of the LEGO Group, a privately-held firm based in Billund, Denmark that is the world’s leading manufacturer of construction toys. The company is committed to the development of children's creative and imaginative abilities through high-quality, creatively educational play materials, 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. © 2009 The LEGO Group. All rights reserved.

About JetBlue Airways
New York-based JetBlue Airways has created a new airline category based on value, service and style. Known for its award-winning service and free TV as much as its low fares, JetBlue is now pleased to offer customers Lots of Legroom and super-spacious Even More Legroom seats. JetBlue introduced complimentary in-flight e-mail and instant messaging services on aircraft "BetaBlue," a first among U.S. domestic airlines. JetBlue is also America's first and only airline to offer its own Customer Bill of Rights, with meaningful and specific compensation for customers inconvenienced by service disruptions within JetBlue's control. Visit www.jetblue.com/promise for details. JetBlue currently serves 60 cities with 650 daily flights, and now offers codeshare service to Europe and beyond through its partner Lufthansa German Airlines. With JetBlue, all seats are assigned, all travel is ticketless, all fares are one-way, and an overnight stay is never required. For information or reservations call 1-800-JET-BLUE (1-800-538-2583), TTY/TDD 1-800-336-5530 or visit www.jetblue.com.