LEGO® Friends Wins Prestigious Toy of the Year Award -LEGO Systems, Inc Takes Home Four Awards, Honoring Outstanding Products in the 'Activity', 'Girls', 'Specialty' and Overall Toy Categories-

NEW YORK, Feb. 10, 2013 /PRNewswire/ -- AMERICAN INTERNATIONAL TOY FAIR -- LEGO Systems, Inc., the world's leading construction toy manufacturer, took top honors when LEGO® Friends received the Toy of the Year (T.O.T.Y.) Award for Best Toy. The honor was bestowed at the Toy Industry Association (TIA)'s annual gala to celebrate the best and most innovative toys, held Saturday, February 9, at New York City's Plaza Hotel.  In all, LEGO products took home four awards; three for LEGO Friends – Activity, Girls and Overall Toy of the Year – and one for LEGO Architecture – Specialty Toy of the Year.

"We are thrilled that LEGO Friends was chosen as the gold standard for toys", said Soren Torp Laursen, president, LEGO Systems. "LEGO toys have always endeavored to introduce and engage children with construction building in new and unexpected ways, so we are honored that LEGO Friends and Architecture have accomplished that goal and been recognized for toy excellence by both the industry and consumers."

LEGO Friends

In 2012, the LEGO Group launched LEGO Friends, a new play theme that tailors the iconic LEGO construction experience especially to girls ages five and up. LEGO Friends delivers on a girl's desire for realistic role-play, creativity, and a highly-detailed, character-based world with the core values of LEGO building.  It is one of the most researched and exciting launches in company history, and tells the storied adventures of 5 girls who live, work and play in Heartlake City, giving girls an exciting new way to engage with LEGO play.

LEGO Architecture

Introduced in 2008, LEGO Architecture celebrates the past, present and future of architecture through the medium of the LEGO brick. The models explore the fascinating worlds of architecture, engineering and construction while inspiring minds of all ages as they learn about the world's most iconic buildings and structures.    

Toy finalists were selected from nearly 600 submitted toys, games and properties by nomination committees comprised of journalists, toy trend experts, play therapists, toy inventors and designers, and toy retailers. Consumers were also invited to cast their votes online in each of the categories, as well as for the overall "Toy of the Year" award in an effort to celebrate the creativity and innovation of the toy industry.

The LEGO tradition of innovation has been recognized with 12 T.O.T.Y. Awards since the program was established in 2000, including honors for LEGO Ninjago, BIONICLE®, LEGO Harry Potter™, LEGO Soccer, LEGO & Steven Spielberg MovieMaker Set, CLIKITS™, LEGO KNIGHTS' KINGDOM™, LEGO Star Wars™, LEGO CITY and LEGO MINDSTORMS NXT 2.0 in categories of most innovative toy, best boys' toy, educational toy and activity toy of the 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 www.LEGO.com

LEGO and the LEGO logo are trademarks of the LEGO Group. © 2013 The LEGO Group.

MEDIA CONTACT:
Amanda Santoro, LEGO Group
860-299-6954 / amanda.santoro@LEGO.com

SOURCE LEGO Systems, Inc.



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