This Holiday Season, Give the Gift of Creativity, Imagination and Fun With New LEGO® Products
Award-winning mix of new and classic themes will inspire the creator within children of all ages
NEW YORK, TOY WISHES HOLIDAY PREVIEW (October 2, 2007) – The LEGO Group, the world's leading construction toy company, gears up for the holiday shopping season with a showcase of innovative products designed to provide open-ended, creative play for children of all ages, showcased at the annual Toy Wishes Holiday Preview event today at the Jacob Javits Convention Center in Manhattan.
"Consumer demand for LEGO products has been well above average all year, and it's steady heading into the key holiday shopping season," said Søren Torp Laursen, president, LEGO Americas. "LEGO Star Wars, LEGO SpongeBob Squarepants and BIONICLE continue to excite consumers, and continuing last year's trend, we are seeing even more growth of our non-licensed, classic LEGO themes, which is encouraging in a year so heavily dominated by films and properties. LEGO City is experiencing rapid growth, and new play themes, Mars Mission and Castle, both are off to strong starts, and we expect that the holiday season will bring a lot of LEGO creativity to kids – and kids at heart – around the world."
This year's product assortment has something to invoke creativity, imagination and fun in kids of all ages. Among the hottest selections are:
LEGO® Themes (ages 5-12)
About LEGO Systems
Excitement is building in LEGO CITY as construction of the new Fire Station and Harborfront finishes! New buildings and vehicles – both land and water – let kids play hero and save the day. $9.99 - $89.99 for ages 5 and up.
Kids' imaginations are off to the red planet this year with the new MARS MISSION product line. Mining specialists have landed in search of crystal energy, but once they arrive, strange things start to happen, and they quickly realize there's something – or someone – else on Mars! Every set includes a mining specialist and glow in the dark alien, as well as a connector tube, so each set can be built, combined and connected to an air pump system that sends and retrieves aliens on transport sleds, or blasts darts into the atmosphere. $4.99 - $89.99 for ages 6 and up.
BIONICLE® (ages 7+)
The evolving story continues as six evil mutants, kids collect and build the Barraki, who attack Mahri Nui and seize the Mask of Life in hopes that it will restore their original form and help them regain their power. But they first must defeat the six heroic Toa Mahri, who, once put together, have designed a campaign to turn the Barraki against each other, in hopes of seizing the mask back in the mist of the confusion. Three larger figures and three new constructible playsets add to the excitement of the story. $4.99-$69.99.
Licensed building fun (ages 6-14)
LEGO SpongeBob SquarePants is back with new adventures. Kids can help foil Plankton's wacky schemes by building crazy, fully functional objects with the new ChumBucket set, or they can help SpongeBob learn to drive by building Mrs. Puff's Boating School, complete with a zany obstacle course. $34.99 - $49.99.
Launched in 1999 as the first licensed property for the LEGO Group, LEGO Star Wars™ continues to be one of the company's best-selling lines year-on-year. To commemorate the 30th anniversary of the Star Wars franchise, there are nine new sets representing all six movies. $9.99 - $99.99.
Classic building (ages 4+)
Classic LEGO play has a few new twists this year! Kids can build vehicles, aircraft, animals and houses, and, with the all-new Power Function System, they can bring LEGO Creator models to life! The power system's motors, sensors, battery box and remote control, help kids create a real working Ferris Wheel, which can be re-built into a drawbridge or crane, or a roaring Monster Dino, which can be rebuilt into a spider or a car. All Creator sets include step-by-step building instructions for three different models in one box, plus photo inspiration for many more. $4.99 - $89.99.
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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 the virtual LEGO world at http://www.LEGO.com
LEGO, the LEGO logo, BIONICLE, and their respective logos are trademarks of the LEGO Group. © 2007 The LEGO Group.
© 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.
© 2007 Lucasfilm Ltd. & TM. All rights reserved. Used under authorization.