LEGO® NINJAGO Fire Temple Named Activity Toy of the Year
AMERICAN INTERNATIONAL TOY FAIR, NEW YORK (February 11, 2012) - (Virtual Press Office) - LEGO Systems, Inc., the world's leading construction toy manufacturer, took top honors when LEGO® NINJAGO Fire Temple 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 Alice Tully Hall in New York City's Lincoln Center.
"We are honored that the industry - and more importantly consumers - selected LEGO® NINJAGO Fire Temple as the gold standard for activity toys," said Soren Torp Laursen, president, LEGO Systems. "NINJAGO quickly became one of the most popular and successful LEGO themes ever when it launched in January 2011 and we are thrilled to receive this prestigious recognition from the TIA."
LEGO® NINJAGO innovatively marries classic construction play with social competition and virtual gaming to engage children in a compelling story and creative play experience and to transform the way people think of and engage with construction toys and inspire long-term play and activity. NINJAGO is the first LEGO property to deliver a story-driven universe where traditional LEGO building sets act as a backdrop for buildable, collectible spinners with a key focus on LEGO minifigures. Of the top 20 best-selling items across the LEGO portfolio, five are from the NINJAGO theme. New products for 2012 continue the adventure.
Toy finalists were selected from nearly 600 submitted toys, games and properties by nomination committees comprised of journalists, toy trend experts, play therapists, toy inventors and designers, and toy retailers. Consumers were also invited to cast their votes online in each of the categories, as well as for the overall "Toy of the Year" award in an effort to celebrate the creativity and innovation of the toy industry.
The LEGO tradition of innovation has been recognized with 11 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™, LEGO KNIGHTS' KINGDOM™, LEGO Star Wars™, LEGO CITY and LEGO MINDSTORMS NXT 2.0 in categories of most innovative toy, best boys' toy, educational toy and activity toy of the year.
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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 http://www.LEGO.com
LEGO, the LEGO logo, and NINJAGO are trademarks of the LEGO Group. © 2012 The LEGO Group.