LEGO® Star Wars™ Named Best Activity Toy of the Year

LEGO® Star Wars™ Named Best Activity Toy of the Year



AMERICAN INTERNATIONAL TOY FAIR, NEW YORK (February 12, 2006) – The LEGO Group’s line of building sets based on the Star Wars™ universe received the prestigious Toy of the Year (T.O.T.Y.) Award for Best Activity Toy. The honor was bestowed at the Toy Industry Association (TIA)’s annual gala to celebrate the best and most innovative toys, held Saturday, February 11, at the Marriott Marquis in New York.



The very first property ever licensed by the LEGO Group, starting in 1999, Star Wars continues to be the strongest global licensed property in the company’s portfolio. LEGO Group and Lucasfilm Ltd. recently announced the extension of their partnership on the Star Wars franchise through 2011.



“We are thrilled that the industry recognized the creativity, imagination and role play that LEGO Star Wars delivers to children and collectors of all ages,” says Michael Moynihan, senior director of marketing, LEGO Systems. “The line combines the excitement of the Star Wars saga with the familiarity and fun of the LEGO play pattern and became one of the most sought-after toys in 2005. We’re especially proud to deliver this honor to our partners at Lucasfilm in honor of the final episode in the Star Wars saga.”



“T.O.T.Y. -- the industry’s version of the Oscars – gives toy manufacturers the recognition they deserve for producing best-selling products,” said Tom Conley, President of the Toy Industry Association. “All of the winners, and all of the nominees, are truly the ‘best of the best.’”



The LEGO tradition of innovation has been recognized with eight T.O.T.Y. Awards since the program was established in 2000, including honors for BIONICLE®, LEGO Harry Potter™, LEGO Soccer, LEGO & Steven Spielberg MovieMaker Set, CLIKITS™ and LEGO KNIGHTS’ KINGDOM™ in categories of most innovative toy, best boys’ toy and activity toy of the year.



About LEGO Systems

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 http://www.LEGO.com



About Lucasfilm Ltd.

Lucasfilm Ltd. is one of the world's leading film and entertainment companies. Founded by George Lucas in 1971, it is a privately held, fully integrated entertainment company. In addition to its motion-picture and television production operations, the company's global activities include Industrial Light & Magic and Skywalker Sound, serving the digital needs of the entertainment industry for visual-effects and audio post-production; LucasArts, a leading developer and publisher of interactive entertainment software worldwide for video game console systems and PC; Lucas Licensing, which manages the global merchandising activities for Lucasfilm's entertainment properties, and Lucasfilm Animation. Additionally, Lucas Online creates Internet-based content for Lucasfilm's entertainment properties and businesses. Lucasfilm's motion-picture productions include five of the 20 biggest box-office hits of all time and have received 19 Oscars and 59 Academy Award nominations. Lucasfilm's television projects have won 12 Emmy Awards. Lucasfilm Ltd. is headquartered in San Rafael, Calif

LEGO, the LEGO logo, KNIGHTS’ KINGDOM, BIONICLE and CLIKITS are trademarks of the LEGO Group. © 2006 The LEGO Group.