2014

LEGO Systems Unveils New Construction Toys and Launches Into Board Game Category at 2010 American International Toy Fair -From a roll of the LEGO(R) dice to the final click of a LEGO brick on fantastic new models, including all-new Disney themes, children of all ages will discover creative, imaginative play-

NEW YORK, Feb. 12 /PRNewswire/ -- American International Toy Fair -- LEGO Systems, Inc., makers of the world's leading construction toys, unveils its largest collection ever–including 165 new products for builders of all ages and a range of breakthrough board games–at the annual American International Toy Fair in New York City. The company's 2010 line inspires children's imaginations in themes that explore the depths of the ocean, race around the world, travel back to medieval times, create futuristic heroes, celebrate beloved stories and characters, and unleash children's own ideas through open-ended building. New products are on display at Booth #1333 in Hall 3B of the Jacob Javits Convention Center, February 14-17.

"Our 2010 products deliver some of the most exciting themes and fantastic models we have ever produced to inspire children of all ages in the fun and rewarding creative challenge of building their play experience," said Soren Torp Laursen, president, LEGO Systems. "This year's combination of tried and true classics and LEGO themes with the best licensed properties—plus a brand new category in board games—will fuel the unprecedented momentum we gained in 2009."

LEGO Games (ages 6+)

The world's first collection of board games that can be built, played and changed arrive in online stores in March and at retail in July. LEGO Games bring LEGO values and versatility to board game play so players can build game nights to new heights. Classic board game play of strategy, luck, memory and logic come to life as children build their game, change the rules and create a new play experience with each roll of the buildable dice. All 10 LEGO Games will be sold in the board games section ($9.99 - $34.99).

Preschool Building (ages 1 1/2 +)

Youngsters explore their inner creators with the largest LEGO DUPLO® line ever.  New LEGOVille ($4.99 - $59.99) sets spur creative building and role play. New LEGO DUPLO brand Toy Story™ and LEGO DUPLO brand Cars™ lines let children recreate favorite scenes and role play with beloved characters from the movies ($14.99 - $49.99). Classic DUPLO sets, like Learning with Numbers ($24.99) and DUPLO® Deluxe Brick Box ($49.99) encourage free form building and learning while fostering creativity and imagination.

Classic LEGO Building (ages 4+)

Open-ended LEGO Bricks & More boxes, buckets and tubs offer a versatile collection of LEGO bricks and elements to set imaginations in motion, while providing building instructions and photo inspiration for a variety of different models to bring children's big ideas to life ($9.99 - $29.99).  LEGO CREATOR™ kits offer children who like to build and re-build 3-in-1 building instructions for multiple models from the same kit in cool themes like vehicles, houses and animals. Each set offers a fourth building instruction online ($5.99 - $89.99).  Skilled builders rise to the LEGO TECHNIC® challenge of building new kits that replicate real-life machinery ($10.99$199.99).  

LEGO Themes (ages 5+)

LEGO divers search for the mythical sunken lost city in the new LEGO ATLANTIS line. Builders construct underwater vehicles to overcome dangerous sea creatures that guard mythical treasures. Seven sets are available now, with three more following in July ($6.99 - $99.99). LEGO WORLD RACERS builds an adrenaline-filled race between the green and red teams as they circle the globe to clinch the World Title ($9.99 - $89.99). Builders travel back to medieval times with LEGO KINGDOMS, where they'll encounter classic legends of kings, knights and the royal princess trapped in the tower ($6.99 - $99.99).

Downtown action and adventure continues to build in LEGO CITY. A new collection of Firefighting themed sets ($39.99 - $79.99) keeps the city safe, while people get around town in new Transportation sets ($4.99 - $34.99) and planes take off and land at the Airport ($39.99 - $99.99).  A new collectible concept delivers 32 never-before-seen LEGO Minifigures in blind packaging so LEGO fans can build their populations ($1.99 each). LEGO RACERS are zooming around faster than ever with new Stompers and Tiny Turbos sets ($5.99 - $39.99)  New additions in the LEGO POWER MINERS and LEGO SPACE POLICE themes continue the build-and-play adventures ($9.99 - $79.99).  

Licensed Building Fun (Ages 6+)

Disney excitement builds with LEGO Brand Toy Story™ sets based on the first two movies available now, and sets from the upcoming feature Toy Story 3 launching in May ($10.99 - $79.99). In April, sets inspired by the upcoming film Prince of Persia will allow builders to replicate their favorite movie moments ($10.99 - $79.99)

LEGO STAR WARS™ builds momentum among children and collectors with new models from classic episodes and the animated series STAR WARS: THE CLONE WARS™ ($10.99 - $119.99). The blockbuster video game franchise expands with LEGO STAR WARS 3: THE CLONE WARS this fall.

Building adventure returns to Hogwarts™ with LEGO HARRY POTTER™ as Harry, Ron, Hermione, Hagrid and iconic, constructible locations and scenes from the November movie launch in August ($10.99 - $129.99).  At the same time, gamers rejoice over the May release of the LEGO HARRY POTTER: Years 1-4 video game.

Constraction (Ages 5+)

The constructible figure ("constraction") category that LEGO Group pioneered builds with its first license – Cartoon Network's Ben 10 Alien Force – so action-loving builders can create six of the property's popular aliens ($14.99 each).

The final collection of BIONICLE® products are All-Stars, featuring popular characters from the last nine years ($7.99 each).   The BIONICLE story continues together with fans on BIONICLEStory.com.

A team of heroes assembles in the new LEGO HERO FACTORY.  A next generation story tells of buildable heroes designed, equipped and constructed to suit specific missions that beam in from across the galaxy and across time ($7.99 - $49.99).

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 www.LEGO.com

LEGO, the LEGO logo, DUPLO, BIONICLE and TECHNIC are trademarks of the LEGO Group.  © 2010 The LEGO Group.

STAR WARS, THE CLONE WARS and related character names are trademarks and/or copyrights, in the United States and other countries, of Lucasfilm Ltd. and/or its affiliates. TM & © Lucasfilm Ltd. All rights reserved.

LEGO® BEN 10 ALIEN FORCE. CARTOON NETWORK, the logo, BEN 10 ALIEN FORCE and all related characters and elements are trademarks of and © 2010 Cartoon Network.

TM & © Warner Bros. Entertainment Inc. Harry Potter Publishing Rights © JKR. (s10)

© Disney Enterprise, Inc. and Jerry Bruckheimer, Inc.

MEDIA CONTACTS:

Julie Stern, LEGO Systems, Inc.

860-805-4988 / julie.stern@lego.com

Karen Lynch, Flashpoint PR

650-490-0608 / lynch@flashpointpr.com


SOURCE LEGO Systems, Inc.



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