Saturday, February 23, 2008

LEGO Systems Unveils New Products to Inspire Creativity at the 2008 American International Toy Fair

Press Release
Source: The LEGO Group

Saturday February 16, 8:07 am ET

-Iconic construction toy brand kicks off year of milestones in its history of inspiring children to become builders of tomorrow-

NEW YORK, Feb. 16 /PRNewswire/ -- The LEGO Group, the world's leading construction toy company, continues its legacy of inspiring and developing the builders of tomorrow by unveiling 135 new products for builders of all ages at the annual American International Toy Fair in New York City. The 2008 line is one of many ways the company will commemorate a year of milestones, including the 50th anniversary of the original LEGO® brick, the 30th anniversary of the LEGO minifigure, and the 10th anniversaries of both LEGO MINDSTORMS® and FIRST LEGO League. New products will be on display at Booth #1347 in the Jacob Javits Convention Center, February 17-21.

"Our 2008 product line is broad and exciting, while staying balanced between classic themes and licenses, and will capitalize on the market momentum we have gained," said Soren Torp Laursen, president LEGO Americas. "New Indiana Jones and Speed Racer licenses add to the proven and continuing success of our licensed lines such as Star Wars, while new LEGO Agents joins classics like City, Castle and BIONICLE, to round out a portfolio that will inspire builders of all ages."

Laursen continued, "In a challenging year for the entire toy industry, we saw an increase in consumer demand for LEGO products in 2007, driving very healthy and balanced sales across many of our key lines, including core themes and licensed properties alike. We're proud that classic, creative LEGO play continues to be embraced in today's ever-changing marketplace, and look forward to celebrating this coming year of milestones with our growing LEGO community."

This year's LEGO portfolio will inspire the builder inside everyone:
Proven evergreen themes get a "brickover" as new models, characters and storylines are introduced in continuing LEGO themes. LEGO MARS MISSION(TM) reveals another alien obstacle to the space miners' new constructible transforming vehicles. Medieval castle grounds play host to a new battle between trolls and dwarves in LEGO CASTLE(TM). The LEGO EXO-FORCE(TM) struggle with the robots for Sentai Mountain continues with new battle machines and vehicles.

Classic LEGO build and play gets even better as a new police HQ and force hits the LEGO CITY(TM) streets, while the Coast Guard sets up dock in the city's waters. Six new pull-back jumping racers, four new Ferrari sets, and four Tiny Turbos playsets make it hard for car buffs and LEGO lovers to resist the high-speed building fun of the new
For children who like to build and rebuild, new LEGO CREATOR(TM) kits offer 3-in-1 building instructions for multiple models from the same kit in cool themes like vehicles, houses, animals and boats.
Licensed Building Fun (ages 6+)
Recreating the classic franchise and the forthcoming television series, LEGO STAR WARS(TM) excitement only gets stronger in 2008. Classic vehicles, like the AT-AP and Hailfire Droid are followed by five models, complete with all new minifigure characters, inspired by the groundbreaking new STAR WARS: THE CLONE WARS(TM) animated series, which is expected to have its television debut this year.
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
LEGO, the LEGO logo, DUPLO, MARS MISSION, EXO-FORCE, MINDSTORMS, BIONICLE and TECHNIC are trademarks of the LEGO Group. © 2008 The LEGO Group.


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