LEGO Systems Unveils New Collection at 2011 American International Toy Fair
February 11, 2011

- From the first preschool building experience to the final click of a brick on a themed model to the roll of the dice, children of all ages have so many ways to creatively play –

 

NEW YORK, American International Toy Fair (February 11, 2011) – LEGO Systems, Inc., makers of the world’s leading construction toys, unveils its largest collection of build and play toys ever – including 170 new products for children of all ages – at the American International Toy Fair in New York City. Children’s imaginations will be sparked by open-ended building sets, themes such as ninjas, aliens and a desert quest, the celebration of stories and characters from the big and small screen, and a growing collection of build-and-play board games. New products are displayed at Booth #1335 in Hall 3B of the Jacob Javits Convention Center, February 13-16.

“This year, we’re continuing to over-deliver on what children always expect from a classic LEGO building experience through a new collection and new themes, but we’re also finding ways to put a LEGO spin on new play experiences,” said Søren Torp Laursen, president, LEGO Systems.  “Last year, we successfully added board games to our business and brought new users into the brand, which we’re continuing again with the new Ninjago franchise that blends three play patterns into one property to engage builders, action-oriented kids and gamers in a compelling story that can lead them from their favorite play pattern potentially into another.” 

 

 

Preschool Building (ages 1½+)

The largest LEGO® DUPLO® line ever offers youngsters so many ways to play. Highlights include Play with Letters ($29.99), encouraging free-form building and learning. A new collection of “My First” DUPLO sets – My First LEGO DUPLO Set ($14.99), My First Supermarket ($19.99), My First Zoo ($24.99) and My First Fire Station ($29.99) – combine building and role play, while fostering creativity and imagination. New LEGO DUPLO brand collections inspired by Disney•Pixar’s Cars 2 and Disney’s Winnie the Pooh let children recreate favorite scenes and role play with beloved characters from the upcoming feature films ($14.99 – $49.99).

 

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 – $19.99).  LEGO CREATOR™ kits ($5.99 – $39.99) 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, with a fourth building instruction available online. Minifigures added to the new Log Cabin ($29.99) and Lighthouse Island ($39.99) add role play fun. Skilled builders rise to the LEGO TECHNIC® challenge of building new kits that replicate real-life machinery ($10.99 – $59.99).  

 

LEGO Themes (ages 5+)

Builders master the lost martial art of Spinjitzu to save the world from Garmadon’s skeleton army in new LEGO NINJAGO, which combines classic LEGO construction with social and virtual gaming experiences under one story line to engage any child in the experience. Eight building sets ($4.99 – $69.99) and six collectible spinners ($9.99 each) are available now. Five more building sets ($19.99 – $119.99) and eight collectible spinner sets ($9.99 each) will launch later in the year. Virtual gaming that integrates to the play will be available through LEGO BATTLES: NINJAGO on Nintendo DS in April and through the first product-inspired zone in LEGO Universe, the company’s massively multiplayer online game.

 

Builders outsmart mummies on a treasure hunt with six LEGO PHARAOH’S QUEST sets ($4.99 – $99.99), available now. Aliens invade Earth and builders save the planet using seven sets from the LEGO ALIEN CONQUEST collection ($4.99 – $89.99), available in August. Three LEGO ATLANTIS sets ($4.99 – $19.99), available now, and two more ($29.99, $69.99) in August continue the story of exploring inside of the lost, underwater city. Construction turns back time to the medieval village in four new LEGO KINGDOMS sets ($9.99 – $69.99).

 

Downtown action and adventure continues to build in LEGO CITY. A collection of Police themed sets ($9.99 – $99.99) keeps the city safe, while people work and relax dock- and beach-side with the Harbor collection ($4.99 – $89.99). CITY dwellers look to the stars as astronauts blast into the galaxy with the help of the Space collection ($9.99 – $69.99). Collectors will rejoice over 48 never-before-seen LEGO Minifigures, each sold separately in unmarked packaging ($2.99 each). LEGO RACERS zoom around faster than ever with new Tiny Turbos sets ($5.99). 

 

Licensed Building Fun (Ages 6+)

Excitement builds as a collection of LEGO sets inspired by Disney•Pixar’s Cars, the world-renowned film franchise set to speed to the top of the charts with the June premiere of Cars 2, race into builders hands in May ($9.99 – $69.99).  In May, building sets inspired by classic Disney Pirates of the Caribbean films and the fourth installment in the film franchise, Pirates of the Caribbean: On Stranger Tides, sail onto shelves ($11.99 – $119.99).  The story and characters also come to life in May with LEGO PIRATES OF THE CARRIBEAN: The Video Game.

 

LEGO STAR WARS™ continues to inspire creativity in children and collectors as new models from classic episodes and the animated series STAR WARS: THE CLONE WARS ($11.99 – $139.99).  The blockbuster video game franchise expands with LEGO STAR WARS III: THE CLONE WARS in March.

 

Building adventure returns to Hogwarts™ with best-selling LEGO HARRY POTTER™ as favorite characters meet three more constructible locations, available in June ($11.99 – $49.99), to support the final film’s premiere. 

 

LEGO SpongeBob SquarePants™ is back with wacky new building adventures from two Bikini Bottom stories – HEROIC HEROES OF THE DEEP and GLOVE WORLD  – available in August ($14.99 and $19.99).

 

Constraction (Ages 5+)

Constructible action figure play reaches a fever pitch as the LEGO HERO FACTORY ramps up production to build robotic heroes to help diffuse and squash an onslaught of missions coming in from across the planet. 6 new villains create a need for the heroes to become bigger and stronger and to create vehicles to help the cause. ($7.99 – $29.99)

 

LEGO Games (ages 6+)

LEGO Games, the world’s first collection of board games to build, play and change, continue to build game nights to new heights. Two new games in March ($9.99 and $14.99) and four new games in August ($9.99 – $34.99) offer a LEGO twist on classic board game play patterns of strategy, luck, memory and logic.

 

Game enthusiasts will love HEROICA, a build-and-play adventure gaming platform featuring four new games launching in August ($14.99 – $29.99). Every game is a unique strategic mission to build and explore in fantasy settings, full of obstacles and treasures. Games can be played individually, or combined to create a new and different adventure game challenge.  

# # #

 

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, NINJAGO and TECHNIC are trademarks of the LEGO Group.  © 2011 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.

Daniel Pickett
Daniel “Julius Marx” Pickett has been around toys his whole life. The first line he ever collected was Mego’s World’s Greatest Super Heroes line back in the 70s. He has been surrounded by collectables ever since. In 1999 he was confounded by a lack of information and news about some of his favorite toy lines he was collecting. Since he couldn’t find the information he decided to pursue it himself thinking other people might also be interested in the same news. He started writing a weekly column on the toy industry and action figure for a toy news site and in a years time he tripled the sites daily traffic with his updates, reviews and product features. He built relationships with every major toy manufacturer and many sculptors, painters and mold makers. He grew his hobby into a world wide expertise that the industry has embraced. In 2004 he teamed up with his toy buddy Jason “ToyOtter” Geyer and they created their own website www.ActionFigureInsider.com. Daniel has been quoted in both industry and mass media press outlets. Over the years Daniel and AFi have been sought out as experts in the field. Daniel was regularly featured on “Attack of the Show” on the G4 network as the primary contributor to their “Mint On Card” segment, and our front page has been linked to from USA Today’s “Pop Candy” Blog twice. Daniel’s content has also been featured on MSNBC.com, Wired.com, Fark.com, Boing-Boing, Gizmodo.com, Ain’t It Cool News, the Official Star Wars blog, Geekologie, G4, CNet and Toy Fare magazine, among many others. He has consulted on toy lines, books, documentaries and TV shows. But all of that really just sounds snooty and “tootin’ his own horn” – the long and short of it is that Daniel loves toys and he LOVES talking about them.
Read other articles by Daniel Pickett.

 

 

 

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