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Lego Duplo

LEGO Systems Introduces Most Versatile LEGO® DUPLO® Collection Ever


#1 preschool construction manufacturer launches 2012 assortment optimized for the U.S., featuring wide variety of play experiences


NEW YORK, AMERICAN INTERNATIONAL TOY FAIR (February 12, 2012) - (Virtual Press Office) - LEGO Systems, Inc., the world's leading construction toy manufacturer, unveiled its broadest assortment of LEGO® DUPLO® toys ever-including products specifically designed for the U.S. family-at the American International Toy Fair in New York City. New products are displayed at Booth #1353 in Hall 3B of the Jacob Javits Convention Center, February 12-15.

"DUPLO bricks have entertained toddlers and preschoolers around the world for more than 40 years, and now are the number-one preschool construction toy in America," said Soren Torp Laursen, president, LEGO Systems. "Double the size of traditional LEGO bricks on all dimensions, DUPLO bricks offer so many ways to creatively play, learn and explore; Our 2012 collection responds to our ongoing dialogue with American moms who asked for toys that provide their preschoolers with multiple play opportunities, that deliver hours of productive play and have strong price value."

Research indicates that construction play benefits toddlers and preschoolers on multiple dimensions and contributes to every stage of learning. Feedback from parents underscores the value they place on DUPLO play - for nurturing cognitive and motor skills and developing social, emotional and imaginative skills while also delivering multiple play opportunities and long-term value.

Optimized for American playrooms
The company's Concept Lab conducted two years of in-depth research with American mothers to identify new play concepts that would meet their needs-versatility, ongoing play and strong price value.

LEGO DUPLO Read and Build is a collection of three board books packed with DUPLO bricks-Grow, Caterpillar, Grow!, Busy Farm, and Let's Go Vroom!-that blend story time and construction play, encouraging youngsters to build along as their parents read to them. Available for $12.99 each in June.

LEGO DUPLO Creative Sorter turns a handy storage bucket into an opportunity for versatile play via three interchangeable, double-sided lids that serve as simple building instructions for the enclosed DUPLO bricks to create an elephant, giraffe, turtle or parrot, and double as shape sorters when attached to the bucket for when it's time to put the bricks away. Available now for $19.99.

LEGO DUPLO Creative Cakes provides a new collection of DUPLO bricks and elements designed to customize cakes, cupcakes and treats. The storage tub has a lid that doubles as a serving tray, providing hours of creative building and role play fun hosting parties. Available now for $24.99.

My First Build is a versatile collection of DUPLO bricks and elements that includes four, double-sided, durable cards that feature simple preschool building instructions and inspiration in a variety of themes, providing everything young builders need for hours of open-ended building fun, boosted by story starters to introduce the concept of building models instead of simple stacking. Available now for $24.99.

New concepts join a collection of other new DUPLO products that deliver so many ways to play, build and learn. "My First" DUPLO sets introduced in 2012 include My First Fire Chief ($9.99), My First Farm ($24.99) and My First Gas Station ($29.99), combining building and role play, while fostering creativity and imagination. New to the DUPLO Bricks & More collection are versatile bricks and storage options Blue Brick Box and Pink Brick Box ($14.99 each) and Building Plates ($9.99) to create a solid building foundation. Additions to the LEGO DUPLO brand Cars 2 line and a new DUPLO brand Disney Princess collection let children recreate favorite scenes and role play with beloved characters from their favorite feature films ($14.99 - $49.99).

Parents can join a conversation about playtime inspiration and find information about events that invite families of small children to come together and express themselves through hands-on DUPLO play at www.Facebook/LEGODUPLO. There, they may also download LEGO DUPLO Jams, an interactive, musical experience for the playroom designed to help youngsters discover the joy of building. LEGO DUPLO Farm Friends, a mobile storybook app, and LEGO DUPLO Jams, a musically inspired tap-and-explore app, are also available for free download for iPhone, iPad or iPod Touch on iTunes.




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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 http://www.LEGO.com

LEGO, DUPLO, their logos and the minifigure are trademarks of The LEGO Group. ©2012 The LEGO Group.

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