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(R) brick,
the 30th anniversary of the LEGO minifigure, and the 10th anniversaries of
both LEGO MINDSTORMS(R) and FIRST LEGO League. New products will be on
display at Booth #1347 in the Jacob Javits Convention Center, February
"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:
LEGO(R) Themes (ages 5+)
Themed build-and-play fun gets a top secret challenge in brand-new LEGO
AGENTS(TM). Each of the six sets creates a new mission to solve, bringing
children hours of secret agent building and role play fun. From sleek,
gadget-loaded vehicles to action-packed scene setters, builders will
appreciate the details, functionality and play value.
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 LEGO RACERS(TM) fleet.
Classic LEGO(R) Building (ages 4+)
The 50th anniversary of the original LEGO brick is commemorated by a
50th Anniversary Set offering an iconic village theme complete with a gold
brick to inspire generations of LEGO builders. Creative, open-ended
building expands with the introduction of the Pink Brick Box, complete with
new color combinations, while two other box sets provide classic bricks and
inspiration to build harbor and construction-themed creations.
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. Skilled builders rise
to the test of new LEGO TECHNIC(R) kits that replicate real-life machinery.
The Cherry Picker and Off-Roader include the LEGO Power Function System,
bringing the models to life, while the other kits show how to add the Power
Function Accessory Set to non-powered models.
Licensed Building Fun (ages 6+)
LEGO momentum grows with new licensed lines in 2008 as LEGO INDIANA
JONES(TM) and LEGO SPEED RACER(TM) hit the bricks. Eight INDIANA JONES sets
-- four classic and four inspired by the May 22 release of Indiana Jones
and the Kingdom of the Crystal Skull, will appeal to collectors of every
age. As the classic SPEED RACER property rolls into theaters for its
first-ever live-action film debut, so will four build-and-race LEGO
playsets inspired by the ultimate racer and his competitors.
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.
The wacky adventures of LEGO SpongeBob SquarePants continue with two
new additions -- Bikini Bottom Express and Rocket Ride, featuring the new
minifigure, Sandy Cheeks. Trouble is brewing in Gotham City(TM) with four
new BATMAN(TM) sets, including the introduction of Harley Quinn(TM) as a
BIONICLE(R) Ages 7+
The legendary Toa Nuva return to awaken the Great Spirit Mata Nui and
save the universe, but the evil Brotherhood of Makuta stands in their way.
For the first time, both heroes and villains will be launching together to
provide instant role play adventures. Five new Matoran and six Phantoka --
the spirits of the air -- are available now, to be followed in August by
six Mistika -- spirits of the mist -- as well as three larger figures and,
for the first-time ever, three BIONICLE vehicles.
Building fun for preschoolers (ages 1 1/2 +)
Every preschoolers' need to explore their inner creators will be
satisfied by the new LEGO DUPLO(R) Basic Bricks box. Youngsters looking to
add role play to their building fun will love new LEGO DUPLO DINO sets,
while young train enthusiasts will appreciate two new LEGO DUPLO Thomas &
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 www.LEGO.com
LEGO, the LEGO logo, DUPLO, MARS MISSION, EXO-FORCE, MINDSTORMS,
BIONICLE and TECHNIC are trademarks of the LEGO Group. (C) 2008 The LEGO
Thomas the Tank Engine and Friends(R) Based on The Railway Series by
The Reverend W. Awdry
STAR WARS, INDIANA JONES, 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 & (C) Lucasfilm Ltd. All rights
(C) 2008 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
TM & (C) DC Comics.
TM & (C) Warner Bros. Entertainment Inc. (s08)
Julie Stern, LEGO Systems
(HQ) 860-763-6731 / firstname.lastname@example.org
Kristin Greene, Flashpoint PR
(In NY) 415-987-1065 / email@example.com
SOURCE The LEGO Group