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LEGO: Dora the Explorer Sets

ENFIELD, Conn -- Jan. 12, 2004 -- LEGO Systems, Inc., the Americas division of one of the world's best-known toy brands, today announces a partnership with Nickelodeon to create construction sets based on the number-one preschool show on commercial television, "Dora the Explorer."

Through the two-year partnership, LEGO Systems is looking to not only grow in the preschool category with the LEGO(R) EXPLORE line of products, but also increase the construction toy options for all young children. Nickelodeon is simultaneously hoping to give both girls and boys a new way to interact with Dora off-air.

"The show centers on exploration and discovery, something mirrored in the LEGO EXPLORE products," says Jill Wilfert, vice president of global partnerships and alliances. "We really felt the show's playful learning tone and empowerment message were very compatible with the philosophy behind LEGO EXPLORE. Both companies have a "kid's first" philosophy ensuring the best play and learning experience for children."

Ideally, children and their caregivers will be encouraged to extend their playtime by bringing the TV world of Dora and her friends to life through the LEGO EXPLORE play sets. The assortment also will encourage children to create new adventures of their own.

Dora the Explorer is a play along, animated adventure series starring a seven year old Latina heroine who lives inside a computer. Dora is proudly bilingual and uses her knowledge of English and Spanish to communicate with her friends, overcome obstacles and reach her goal. In each episode, Dora teaches a Spanish word or phrase to the viewers and then asks them to use it to solve a problem and forge ahead. Ultimately, Dora and her best friend, a monkey named Boots, triumph and the story always ends with a "WE DID IT!" anthem.

The initial line of LEGO Dora the Explorer products consists of four construction sets, priced from $9.99 (U.S.) to $29.99 (U.S.) for children ages two and up. The sets will begin shipping to retail in March and also will be available on www.LEGO.com

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