NEW YORK, Feb. 12, 2015 /PRNewswire/ -- AMERICAN INTERNATIONAL TOY FAIR – LEGO Systems, Inc. today announced LEGO® Elves, a new play theme featuring a rich story-driven fantasy universe and intricate models that offers yet another build-and-play experience, particularly for older children interested in exploring fantasy worlds. The collection consists of eight building sets that begin to launch in March 2015.
LEGO Elves introduces builders to Emily, a girl who is unexpectedly transported to a fantasy world called Elvendale, where she encounters four magical elves who possess the power of the elements – fire, wind, air and earth. Only by working together can they find the four keys to unlock the portal so that Emily can return home. Digital content and publications will be released throughout the year to accompany the play theme to help builders become more immersed in the fantastic storyline and inspire hours of building and role play fun.
The launch collection includes construction sets designed to introduce builders to each of the Elves and their home environments, including Elves' Treetop Hideaway, Aira's Creative Workshop and Naida's Spa Secret. Then builders travel around Elvendale to explore Farran and the Crystal Hollow, Azari and the Magical Bakery, and Naida's Epic Adventure Ship. Ranging in price from $9.99 to $79.99 (USD), the collection will be available at toy stores nationwide in March 2015. The remaining two sets launch in the summer.
"We're always designing play themes and storylines that will appeal to and engage new LEGO builders," said Michael McNally, senior director, brand relations, LEGO Systems, Inc. "Our research revealed an opportunity to introduce more fantasy play, so LEGO Elves brings the best of highly detailed models with terrific features and functions that let children build along with a deeply engaging story and new elven characters who are irresistible."
Children will be immersed in the new world they can create with LEGO Elves through a variety of brand experiences planned for 2015. The LEGO Elves website allows children to explore the personalities of each of the six main characters and different locations in Elvendale, while digital webisodes reveal the story to drive build and play inspiration and apps provide complementary digital activities.
About LEGO Systems, Inc.
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 are registered trademarks of The LEGO Group. ©2015 The LEGO Group.
Amanda Santoro, LEGO Systems, Inc.
860-763-7834 / amanda.santoro@LEGO.com
Karen Nolan, Flashpoint PR
650-490-0608 / email@example.com
SOURCE LEGO Systems, Inc.