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February 2 2004

LEGO Company Announces New Pre-School Strategy

As the Nuremberg Toy Fair gets underway in Germany this week, the LEGO Company is announcing its plans to re-capture consumers and market share in the pre-school business with the return to the ever-popular LEGO DUPLO� brand and the introduction of a new giant brick, LEGO QUATRO�.

Earlier this month, LEGO owner and CEO, Kjeld Kirk Kristiansen stated that a re-focus on the key pre-school market would be at the core of the company�s strategy to improve business performance in 2004. Prior to the launch of LEGO EXPLORE�, the LEGO Company�s pre-school business accounted for 20% of its turnover.

�LEGO EXPLORE was a great product range, but we have not made it easy enough for consumers to find the products they know and love. We have listened to consumers and retailers and made the new range easier for consumers to find the products that they want. The new range will be branded according to our three simple building systems � LEGO BABY�, QUATRO and DUPLO,� says Mads Nipper, Senior Vice President for Global Innovation and Marketing �From June 2004, consumers will see the three new sub-brands on the shelves of their favourite toy stores and the new DUPLO products will remain compatible with those from earlier years.�

The Company is positive about its pre-school business with plans to introduce twelve new DUPLO products this year and the launch of the new QUATRO brick. The new QUATRO brick is eight times larger than a traditional DUPLO brick and contains the high quality expected from the LEGO Company. It has been designed as the perfect introductory building system for toddlers from 1-3 and will be available from June 2004 in three different pack sizes from 20 brick to 75 brick assortments.

Notes to editors:

1. The new LEGO QUATRO� range launches in June, is suitable for children from 1-3 years old and is available in three different pack sizes including:
� A 20-piece container that also doubles as a storage solution (#5355)
� A 50-piece container that can be used for storage and a lid that can serve as a building plate (#5356)
� A 75-piece container with a variety of shapes and sizes in gigantic brick form. These blocks can actually stack higher than a two-year-old can reach. With so many to choose from, the creative possibilities are endless (#5357).

2. New LEGO DUPLO� products being launched in the first half of 2004 include:
� The DUPLO Tube (#5354): a container of 81 DUPLO bricks in a variety of shapes and sizes and suitable for children aged 2-5 from June 2004
� Twelve new DUPLO products based on classic LEGO pre-school sets will form a whole new universe together. Children can build and re-build their favourite everyday settings from police stations to construction scenes. The sets can be collected and combined to create new settings and stories! These products encourage children to enter a world of make-believe and role-play as they examine different social settings and are stimulated to play �together�. This fosters very important skills for interacting and communicating with others, a key concern amongst parents today. These products are suitable for children aged 2-5.
� DUPLO Products launching from June 2004 include the Pony and Cart (#4683), Firemobile (#4692), Traffic Patrol (#4680), Fire Truck (#4681), Tractor Trailer (#4687), The Stables (#4690), Fun Farm (#4686), Playhouse (#4689), Police Station (#4691)

3. Note to Picture Editors
More images of the LEGO Company and its products can be downloaded from

For further information, please contact:
The LEGO Company
Charlotte Simonsen
Director, Press Relations
(+45) 79 50 65 79

A classic LEGO System brick with four studs next to a DUPLO brick and the new QUATRO brick

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The DUPLO Pony and Cart (4983) will be in the stores from June 2004

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The DUPLO Traffic Patrol (4680) will also be patrolling the motorways from June 2004

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The DUPLO Firemobile (4692) is ready to help putting out fires from June 2004

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The LEGO Company is a privately held, family-owned company, based in Billund, Denmark. The Company is one of the world's leading manufacturers of play materials for children, employing approximately 8,000 people globally. 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 the founder Ole Kirk Christiansen: "Only the best is good enough."

LEGO and the LEGO logo are trademarks of The LEGO Group. �2003 The LEGO Group.

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