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LEGO Master Builder Academy

LEGO® Master Builder Academy Puts Coveted Secrets of LEGO Master Builders in Hands of Children Nationwide
- A first-of-its kind premium subscription LEGO building experience for children ages 8 and older

ENFIELD, Conn., June 1, 2011 -- LEGO Systems, Inc. today launched LEGO® Master Builder Academy (MBA), an exciting new program that teaches the techniques of LEGO model designers via a year-long toy subscription. The introductory kit "Level One LEGO Master Builder Academy Space Designer" launches today for $29.99 at LEGO Stores in the USA, at shop.LEGO.com, and at LEGOLAND® Parks and Discovery Centers. Beginning July 1st, the remaining five kits are available as a subscription purchase for $69.99 and are delivered to the home every other month.

Over the course of one year, LEGO MBA subscribers will receive over 1,000 LEGO pieces, six Designer Handbooks, access to exclusive web content and a unique LEGO minifigure for each of the two levels they complete in year one. The Designer Handbooks reinforce each kit's building theme and offer background information on LEGO Master Builders, model design inspiration, Master Builder tools, tricks and techniques, as well as detailed step-by-step building instructions. For the first time, the building instructions expand beyond visual cues: each LEGO MBA Designer Handbook incorporates additional insight from Master Builders on successful building methods by addressing techniques such as locking, model stability and sideways building, and teach children to conceptualize, design and create on their own.

On the exclusive website, www.LEGOmba.com, builders will find additional tools and inspiration, as well as a system to track progress. Every LEGO MBA kit unlocks a series of Master Builder challenges, tips and techniques, videos, rewards and more. Members are encouraged to upload pictures of their creations to a dedicated gallery to showcase the ways in which they are incorporating the lessons from the Master Builders to inspire one another. A dedicated parents' section provides parents with safety information and product details, as well as updates on their child's progression through the program and exclusive LEGO MBA activities in their area.

"LEGO Master Builder Academy up-levels the fun of traditional LEGO building with an entirely new approach that strengthens, tests and rewards children's building skills," says Tim Kirchmann, senior brand manager, LEGO Group. "We're encouraging a generation of more accomplished builders by giving them the tips and insights they need to conceptualize and design their own models, and we are excited to see how they push the boundaries of LEGO play."

LEGO Master Builders

LEGO Master Builders hold two critical jobs in the LEGO Group. The first group, located at the company headquarters in Denmark, designs the LEGO sets sold around the world each year. The second group those who design and build all of the spectacular, one-of-a-kind LEGO models on display at parks, stores and special events across the world are based at the company headquarters, as well as at the USA office in Enfield, Connecticut, in Kladno, Czech Republic and at LEGOLAND® theme parks in the USA, Denmark, UK and Germany. Both groups have contributed their tricks of the trade to create the activities found in the LEGO MBA program.

"The number-one question I hear from parents and children alike is 'How can I learn to build like a Master Builder?" says Erik Varszegi, a LEGO Master Builder based in the USA. "With today's introduction of the LEGO Master Builder Academy, we're excited to provide an answer that teaches children LEGO building techniques while introducing them to the principles of the design and building process in general, all while having fun. I can speak for all Master Builders that we can't think of a better play experience."

On July 23, 2011 all U.S.-based LEGO Stores will host a LEGO MBA-themed in-store meeting. For more information on hours and advance registration please visit http://stores.lego.com.

For more information on LEGO MBA, visit http://LEGOmba.com.

About the LEGO Group
The LEGO Group is a privately held, family-owned company, based in Billund, Denmark. It was founded in 1932 and today the group is one of the world's leading manufacturers of play materials for children. The company is committed to the development of children's creative and imaginative abilities through its products, which can be purchased in more than 130 countries. Visit www.LEGO.com

LEGO, the LEGO logo, the Brick and Knob configurations and the Minifigure are trademarks of The LEGO Group. ©2011 The LEGO Group.

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