TOY FAIR 2017: LEGO Systems, Inc. Unveils Hundreds of Building Sets and Complimentary Digital Experiences to Champion Imaginative Play in 2017

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NORTH AMERICAN INTERNATIONAL TOY FAIR, LEGO Systems, Inc. celebrates the intersection of classic construction play with digital experiences to accelerate imagination as it unveils more than 300 new building sets at this week’s American International Toy Fair.

From the youngest of builders to the savviest teens, the company offers a LEGO solution for every builder of any age, building skill and interest, for any play occasion. New LEGO® BOOST and LEGO Life digital experiences inspire endless physical play potential. LEGO BrickHeadz offers a new style of mini character building catering to kids’ growing interest in collectibles. All the most popular LEGO themes, such as LEGO CITY, LEGO Friends, LEGO Star Wars™, LEGO Marvel Super Heroes, and LEGO Creator, expand with new building sets. Two major feature films starring the LEGO brand also get the building sets treatment: the recently released The LEGO® Batman Movie and the September 2017 release, The LEGO® NINJAGO Movie. New LEGO building sets are displayed at booth #1635 in Hall 3B of the Jacob K. Javits Convention Center from February 18-21.

“We inspire kids to be creative, innovative and imaginative. In today’s world, where media and technology are as much a part of the family unit as physical toys, it’s critical for us to take a thoughtful approach to extending the value of analog play to the digital space,” said Skip Kodak, senior vice president, LEGO Systems, Inc. “Our new collection gives breadth and depth, offering the classic LEGO play opportunity, plus innovative enhancements targeted to today’s generation of digital natives. Whether kids build a LEGO movie storyline at home after enjoying it at the theater, or they safely share their original creations online with a social community of peers who like to build, we provide the means by which their imaginations can be endlessly built to life.”

Over 30 new building sets join the best-selling LEGO Star Wars collection. Sets are inspired by the Star Wars saga films, including Star Wars: The Force Awakens, plus Rogue One: A Star Wars Story and the STAR WARS: THE FREEMAKER ADVENTURES and Star Wars Rebels™ television series. Popular characters also appear in buildable figure form with nine new sets.


The above information is the only Star Wars mentioned. To read the full Press Release on everything else not Star Wars, click here.

 

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