-Never-before-seen models and toys, launch of two special consumer promotions mark milestone for the world’s leading construction toy maker’s first and most successful license-
LOS ANGELES (May 24, 2007) – New products, life-sized models, promotions and contests designed to fete the 30th Anniversary of Star Wars™, the first license in LEGO Group history, will be unveiled at Star Wars Celebration IV, the world’s largest gathering of Star Wars fans, taking place in Los Angeles from May 24 to 28 at the Los Angeles Convention Center.
Star Wars enthusiasts will feast their eyes on a new, life-sized, light-up, talking C-3PO LEGO® model. Making his first public appearance at Celebration IV, standing 5 feet 6 inches tall and constructed of more than 15,000 LEGO bricks, C-3PO is sure to join the ranks as one of the most beloved and fan-photographed life-sized LEGO models created to celebrate the property, like Chewbacca, Darth Vader and R2-D2 before him.
Fans also will get, for the first time, a sneak peek at two new exclusive LEGO Star Wars models – The Hoth Rebel Base™ ($49.99) and The Republic Cruiser™ ($89.99) – available only at Toys “R” Us, and LEGO channels including the catalog, web shop and Brand stores.
Unveiled to the press at American International Toy Fair, fans will also get up close and personal with the Ultimate Collector Millennium Falcon – the largest LEGO set ever created – representing one of the most iconic and fan requested LEGO models. Available in October, fans can pre-order the set now at LEGOShop.com. Exclusive to fans attending Celebration IV is a chance to enter to win one of the first 10 sets signed and numbered by company owner Kjeld Kirk Kristiansen and designer Jens Kronvold Frederiksen.
Consumer Promotions and Contests
LEGO Star Wars fans are privy to two nationwide programs, kicking off at Celebration IV.
“These are the Droids You’re Looking For”
The hunt is on as fans search for 10,000 never-before produced, special-edition metallic gold C-3PO minifigures, randomly inserted into select 2007 LEGO Star Wars sets starting in June. Fans also may also mail in for a chance to win one of five custom-designed and produced 14-karat gold C-3PO minifigures. Exclusive for Celebration IV, fans can enter to win a one-of-a-kind, sterling silver C-3PO minifigure. The official drawing for this unique figure will be held on the last day of the event.
LEGO Star Wars MovieMaking Contest. Building on the popularity of short LEGO Star Wars movies like “The Han Solo Affair” and the Cartoon Network exclusive, “Revenge of the Brick,” LEGO Systems invites LEGO and Star Wars fans alike to try their hand at filmmaking for a chance to win the ultimate LEGO Star Wars prize pack and publication of their film.
This Summer, budding directors can enter 3-minute homemade movies in three age categories: 12 and under, 13-17 and 18+. Films will be judged for creativity and content, and finalists will be posted in August on StarWars.LEGO.com, where the public will vote to determine the winner, who will be announced in September.
“The Star Wars franchise boasts some of the greatest fans in the world,” said Michael Pratt, brand manager, LEGO Systems. “To celebrate the 30th anniversary milestone we wanted to create exclusive experiences to further engage and inspire our mutual fan bases to further their passion for Star Wars play the LEGO way.”
Star Wars Celebration IV is being held at the Los Angeles Convention Center from May 24-28, 2007.
For more information and news, visit www.starwars.lego.com and www.starwars.com
# # # © 2007 Lucasfilm Ltd. & TM. All rights reserved. Used under authorization. LEGO and the LEGO logo are trademarks of the LEGO Group. © 2007 The LEGO Group.
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