LEGO Systems Ignites Imaginations of All Ages: Unveils 2007 Products at American International Toy Fair
World's leading construction toy brand builds on positive 2006 performance with new and classic themes, engaging stories and popular licenses
NEW YORK (February 9, 2007) – The LEGO Group, the world's leading construction toy company, showcases new products full of creative building possibilities, role play, collectibility and cross-generational play opportunities for builders of all ages as 115 new products join the LEGO® System of Play. The only high-quality, compatible building system that grows with children, the LEGO System unlocks children's power to experience the joy of building and the pride of creation as they bring their imaginations to life and become the builders of tomorrow. Products are on display at Booth #1621 at the Jacob Javits Convention Center during the annual American International Toy Fair in New York February 11-14.
"Last year, consumer demand for LEGO sets was very strong, especially in the U.S., and our share gains in key markets reinforce our leadership position in construction," said Søren Torp Laursen, president, LEGO Americas. "We experienced consistently strong sales across a much more balanced portfolio of products, with classic LEGO themes, like CITY and Creator, selling as steadily as licensed properties, like Star Wars and SpongeBob Squarepants, while at the same time, our own BIONICLE property sales held momentum and our new MINDSTORMS platform launched to success."
He continued, "Our 2006 performance proves that our decision to strategically refocus on our core strength, namely high quality construction toys that inspire creativity and imagination, has put us back on track – at the top of builders' wish lists and as a leader in profitable business with our retail partners. We will continue to innovate within our reinvigorated core to deliver a balanced assortment of construction toys that help children discover the joy of building and the pride of creation."
This year's LEGO portfolio will engage imaginations of all ages:
LEGO® Themes (ages 5+)
Three new themes drive renewed momentum for classic LEGO build and play fun. Building adventures dive deep to the ocean floor with the underwater vehicles and creatures found in new LEGO AQUA RAIDERS™. Out of this world building fun lands on the red planet with new LEGO MARS MISSION™, featuring astronaut explorers who discover mischievous aliens on their space mining expedition. Medieval conflict escalates between the good king's knights and the evil wizard's skeletons in new LEGO CASTLE.
Established LEGO themes grow stronger as the struggle continues on Sentai Mountain with new battle machines, structures and vehicles that take the LEGO EXO-FORCE™ to the Golden City. Excitement builds downtown with classic build-and-play themes like fire, transportation and new harbor front joining the LEGO CITY. Six new pull-back racers with crashing functions, three new Ferrari™ playsets, and three new playsets add role play fun to a new collection of Tiny Turbos in the LEGO Racers speed fleet.
High-Tech Building (ages 6+)
A new Power Function System in the LEGO Creator line features streamlined power packs, gears and motors to add motion and sound to bring LEGO creations to life without the use of computer programming software – making a Ferris Wheel spin round and round and a Monster Dino walk, turn its head from side to side and roar. New product development is taking place in living rooms across the country as children and adults use the LEGO MINDSTORMS® NXT toolset, introduced in late 2006, to develop their own robots, then share their designs online at http://www.mindstorms.com.
Licensed building fun (ages 6+)
To commemorate the 30th Anniversary of the Star Wars™ franchise, nine iconic, highly authentic models join the LEGO Star Wars collection, like the Imperial Landing Craft™, Jedi Starfighter with Hyperdrive™ Booster Ring and MTT™. Consumer promotions, contests and special edition products will celebrate the franchise – the first and most successful license in LEGO history.
The wacky adventures of LEGO SpongeBob SquarePants continue with two new additions to the red-hot collection introduced in 2006 – Plankton's restaurant, The Chum Bucket, and Mrs. Puff's Boating School. Trouble keeps brewing in Gotham City as the Scarecrow and Riddler return in two new sets joining the LEGO Batman™ collection. A new LEGO version of the Hogwarts™ Castle joins the LEGO Harry Potter™ collection to coincide with the release of "Harry Potter and the Order of the Phoenix" in July.
Classic LEGO® building (ages 4+)
Two LEGO Mosaic kits feature a clear building plate, assorted colorful bricks and multiple building instructions so children can create LEGO pictures in paint-by-number style. Two new collections of versatile LEGO pieces fill re-designed storage containers that add style and function to new open-ended Creative Building Tubs. For children who like to build and re-build, new LEGO Creator kits offer the possibility and instruction to build multiple models from one kit in cool themes like vehicles, houses and aircraft, at a variety of price points. Skilled builders will appreciate new LEGO TECHNIC® kits that create authentic models that replicate real life machinery and vehicles.
BIONICLE® (ages 7+)
The Toa heroes face an encounter with the creeps from the deep as a new chapter of the popular BIONICLE® story tells of an undiscovered underwater city inhabited by Matoran (four to collect available now) and threatened by the evil Barraki (six to collect available now), who lure the Toa Mahri (six to collect in August) to a new challenge. Three larger figures and three new LEGO playsets launch in August.
Building fun for preschoolers (ages 1 ½+)
Three new trains join the LEGO DUPLO® Thomas & Friends collection – Gordon, Salty and Spencer – as well as, for the first time, a DUPLO figure of Sir Topham Hatt™, providing building and role play fun for youngsters. Two new collections of open-ended LEGO DUPLO® pieces in redesigned storage tubs are sure to inspire budding creators to build whatever they imagine.
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About LEGO Systems
LEGO Systems, Inc. is the North American division of The LEGO Group, a privately-held, family-owned company based in Billund, Denmark, one of the world's leading manufacturers of creatively educational 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." Visit the virtual LEGO world at http://www.LEGO.com
LEGO, the LEGO logo, DUPLO, AQUA RAIDERS, MARS MISSION, EXO-FORCE, MINDSTORMS, BIONICLE and TECHNIC are trademarks of the LEGO Group. © 2007 The LEGO Group.
Thomas the Tank Engine and Friends® Based on The Railway Series by The Reverend W. Awdry
© 2007 Lucasfilm Ltd. & TM. All rights reserved. Used under authorization.
© 2007 Viacom International Inc. All Rights Reserved.
NICKELODEON SPONGEBOB SQUAREPANTS and all related titles, logos and characters are trademarks of Viacom International Inc. Created by Stephen Hillenburg.
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