Continued Strength of LEGO(R) Brand Drives Growth in Licensing Portfolio

Jun 02, 2009, 10:01 ET from The LEGO Group

-Premier construction toy brand inspires children of all ages to build creativity into their day with all-new licensed products-

LAS VEGAS, June 2 /PRNewswire/ -- Licensing International Expo -- The LEGO Group, the world's leading construction toy company, continues its legacy of inspiring children's creativity by showcasing a wide range of new and continuing licensed products at the annual Licensing International Expo in Las Vegas, June 2-4 at the Mandalay Bay Convention Center, booth 3222. The core 2009 portfolio focuses on three main categories: a strong debut in youth electronics, and continued growth in publishing and video games.

Youth Electronics

A new partnership with Digital Blue builds an exciting line of youth electronics featuring a fully functional digital camera, MP3 player and walkie talkies built from classic LEGO bricks, a boom box and alarm clock in the shape of a LEGO brick, a stop-motion animation video camera with companion software for creating LEGO movies and two BIONICLE(R) themed digital cameras. The line will be available in the U.S. this fall through selected mass retail stores.


A renewed partnership with DK Publishing produces five LEGO-themed books this fall. LEGO STAR WARS(TM) The Visual Dictionary, timed to commemorate the 10th Anniversary of LEGO STAR WARS, is a stunning visual celebration of the first decade of two of the world's favorite franchises and the universe they have built together, complete with fun facts, how models are designed and an exclusive minifigure for collectors! $21.99 USD this fall.

An updated version of DK's best-selling The Ultimate LEGO Book - now titled The LEGO Book - gives an insider's look at one of the world's most beloved toys. The book is boxed with Standing Small, which commemorates the 30th birthday of the iconic LEGO minifigure. The box set will retail for $40 USD this fall.

Two LEGO Brickmaster books, themed castle and pirates, provide story and building inspiration for children, complete with more than 140 LEGO bricks, two minifigures and step-by-step building instructions to make 16 different LEGO models. $24.99 USD each in the fall.

Through partnership with Ameet, the BIONICLE Encyclopedia, launching in early fall, gives a comprehensive look at the legendary world of BIONICLE and serves as a companion to new construction toys and the upcoming direct-to-video "BIONICLE: The Legend Reborn" from Tinseltown Toons and Universal Studios Home Entertainment.

Video Games

The phenomenal successes of the LEGO STAR WARS, LEGO INDIANA JONES(TM) and LEGO BATMAN(TM) games is being channeled into three new LEGO games from TT Games in 2009.

LEGO Battles, developed exclusively for the Nintendo DS, brings multiple LEGO worlds to life - Castle, Space and Pirates - in a strategy game of good versus bad. Players can also link up and go head to head starting this spring.

LEGO INDIANA JONES 2 will launch early this fall in partnership with LucasArts. The game will feature all of the LEGO INDIANA JONES characters and will be the first game to focus on all four of the popular movies. Additionally, an innovative "game builder" tool allows players to build and play their own LEGO INDIANA JONES adventures. Available on multiple platforms.

LEGO Rock Band, in conjunction with Harmonix and MTV Games, is scheduled to launch for the holidays. Players can create their own LEGO minifigure avatars, band and entourage, including roadies, managers, and crew, then rock the charts to a blockbuster playlist. Available on multiple platforms.

"We've seen tremendous success particularly with LEGO video games, publishing and apparel in the last year and we will continue to grow these categories while adding youth electronics to drive excitement," said Stephanie Lawrence, director of partnership and alliance management for the LEGO Group. "All of these areas provide children with new outlets and additional opportunities to celebrate their passion for the LEGO brand, which is our main objective in developing a portfolio of the most relevant and compelling licensed products with only the best partners in each category."

With a reputation for quality, creativity and fun, and 98% global brand awareness among families with children, The LEGO Group manages a dynamic portfolio of licensed products designed to encourage and extend a child's passion for the brand. Through partnership with top manufacturers, current licensed categories include: video games, publishing, youth electronics, apparel, bags, footwear, bedding, personal care, watches/clocks, pens, dinnerware, furniture, board games and puzzles.

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, and BIONICLE are trademarks of the LEGO Group. (C) 2009 The LEGO Group.

(2009) Lucasfilm Ltd. & TM. All rights reserved. Used under authorization

TM & (C) DC Comics. TM & (C) Warner Bros. Entertainment Inc (s09)

(C)2009 Harmonix Music Systems, Inc. All Rights Reserved. Harmonix, Rock Band and all related titles and logos are trademarks of Harmonix Music Systems, Inc., a MTV Networks company. Rock Band developed by Harmonix Music Systems, Inc. MTV: Music Television, MTV Games and all related titles and logos are trademarks of MTV Networks, a division of Viacom International Inc. All other marks are the property of their respective owners. EA, EA SPORTS, EA SPORTS Freestyle and POGO are trademarks or registered trademarks of Electronic Arts Inc. in the U.S. and/or other countries. Backbone and the Backbone logo are trademarks of Backbone Entertainment, a Foundation 9 Entertainment company. All other trademarks are the property of their respective owners.

    Kristin Greene
    415-987-1065 /