New Kid on the Block

New Kid on the Block

SLOUGH, England, August 15/PRNewswire/ --

- With Photo

- Could You be the Star of the Next LEGO(R) CITY Ad?

Forget the X-Factor, this is LEGO Factor! LEGO and Nickelodeon
are offering kids the unique opportunity to star in the next LEGO CITY
commercial!

Imagine if you could visit LEGO CITY for real? Two lucky
winners will be digitally shrunk down to LEGO scale and then let loose in
their very own LEGO CITY!

"It'll be a dream come true for two lucky youngsters out
there." said Laura Di Bonaventura, LEGO brand manager, "They'll appear in a
40 second advert which will air on the Nickelodeon channel from October 22nd.
The CITY brand is all about realism and role-play and what better way to
communicate it than give children this great opportunity to literally get
right in it - it doesn't get more real than that!"

Ten lucky finalists will be invited along to the Nickelodeon
studios in London where they'll take part in an audition. On the day they'll
get lunch and a goody bag! All you have to do is log onto
http://www.nick.co.uk/lego upload a picture and answer a few simple
questions. Entries must be received by 29th August 2007. All terms and
conditions are on the website.

Howard Litton, Nickelodeon UK's MD: "As two of the UK's
leading kids' companies, this is a great example of how together we are
innovating new ways to entertain and engage with our audience through
quality, fun and interactive ideas. Nickelodeon has a superb relationship
with LEGO and we're pleased to be working together on another exclusive
project."

For ages 4-8, LEGO CITY construction kits help children learn
and create by developing their own unique themed action storylines. New this
year, LEGO CITY expands into a bustling Town complete with iconic everyday
vehicles and scenes designed to replicate daily life! For more information on
LEGO CITY toys head to http://www.LEGO.com.

Note to Editors:

A picture accompanying this release is available through the PA
Photowire. It can be viewed at http://www.mediapoint.press.net or
http://www.prnewswire.co.uk.

Source: LEGO Company Limited

For more information please contact Clare Usher or Louise Hathaway at the LEGO press office on +44-(0)1608-812830, Email clare@nortonandco.com / louise@nortonandco.com

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