(Provided by Lego Corporation)

LEGO Company Continues to Cater to Skateboard Enthusiasts with BIONICLE

LEGO Continues to Cater to Skateboard Enthusiasts with BIONICLE™, Renews Partnership with Skateboarding Pro Andy Macdonald

--Toy Company renews partnerships with skateboarding pro and amateur skateboard league to continue promoting hot action hero line--

ENFIELD, Connecticut * – LEGO® Americas announced a renewed partnership with Andy Macdonald *, seven-time X-Games * skateboarding gold-medallist and six-time World Cup Skateboarding * overall points champion. The world’s third largest toy company signed Macdonald for a second year of sponsorship to promote its wildly successful line of BIONICLE™ action heroes.

The company also renewed partnership with the California Amateur Skateboard League (C.A.S.L.), a grassroots organization that encourages young skateboarders by providing safe venues for them to practice, compete in and excel at the sport of skateboarding.

“The average age of BIONICLE consumers last year was slightly older than the average LEGO enthusiast. These kids aren’t easy to reach through standard communication vehicles,” says Colin Gillespie, brand manager for BIONICLE in the Americas. “We went outside the box and found partnerships in Andy and C.A.S.L. that are relevant and targeted, and we’ve worked hard to keep our relationships with both meaningful. We’re thrilled to team up with them again to continue the success of BIONICLE.”

As part of his agreement with LEGO, Macdonald will sport the BIONICLE logo on the deck of his board, will make appearances at BIONICLE events planned for 2002 * and will participate in BIONICLE promotions at various locations this summer. The company also may use Macdonald’s likeness in promotional materials.

“BIONICLE, skateboarding and kids are a perfect match,” says Andy Macdonald. “BIONICLE is cutting- edge and creative, and it’s awesome to be skating for the mighty heroes of Mata Nui again this year.”

For the second year, LEGO Americas will be a presenting sponsor of C.A.S.L., helping to offset their costs of organizing and implementing regional amateur skateboarding competition series in northern, central and southern California *, and the culminating California State Championship in December.

BIONICLE is a series of quick-build, collectible action heroes accompanied by an epic story line. After its release in the summer of 2001 *, BIONICLE quickly became one of the top-selling toys in the industry and has gained popularity with children around the world. The line was recognized by the Toy Industry Association with two Toy of the Year awards for “Most Innovative Toy” and “Best Boy Toy,” and continues to top the sales charts for overall toys with new Bohrok foes released in February.

“BIONICLE has revolutionized the way children think of and play with LEGO toys,” says Andrew Black, president, LEGO Americas. “Translating LEGO values of creativity, imagination and construction, BIONICLE delivers an innovative play experience in a story-driven universe, bringing a new face to the construction category and reaching a new population of kids.

“The success of BIONICLE lies not only in product innovation, but also in innovative marketing,” Black continues. “Premiere partners like McDonald’s, DC Comics and Upper Deck, combined with the pure passion for skateboarding demonstrated by Andy and C.A.S.L., have helped us achieve a strong success with our own intellectual property. We look forward to announcing more strong partners for BIONICLE this year.”

For more information, visit www.BIONICLE.com, www.andymacdonald.com, or www.caslusf.com.

Andy Macdonald's laundry list of accomplishments has cemented his position as one of the top professional skateboarders in the world, both on and off his board, including: seven X-Games gold medals, a first-place finish at the 2000 * Gravity Games *, a Guinness World Record, six consecutive World Cup Skateboarding * overall points championships, a U.S. postage stamp modeled after his likeness, a leading public service announcement for The Partnership for a Drug-Free America and an appearance on The Tonight Show with Jay Leno. Andy’s unique style and determination have made him one of the most popular athletes in skateboarding today.

The California Amateur Skateboard League (C.A.S.L.) is organized and staffed by the United Skateboard Federation, Inc. (U.S.F.). Throughout the year, U.S.F. staff and volunteers work with young skateboarders, their families and various communities to promote the sport of skateboarding as both a recreational and serious athletic endeavor with emphasis focused on communities providing skaters with safe skateboarding environments.

LEGO Americas, the division of the privately-held LEGO Company, based in Billund, Denmark *, services the United States * and Canada *. LEGO Americas employs nearly 1,200 people – approximately one half of whom work at the company’s 203-acre headquarters in Enfield, Connecticut. The LEGO 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." For more information, visit www.LEGO.com.

Media Contact: Michael McNally, LEGO America, Phone: 860-763-7825

Originally found at http://biz.yahoo.com/bw/020513/132331_3.html and http://www.lego.com/eng/info/press/morepress.asp? CategoryId=14&id=358

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