LEGO Group Builds Consumer Driven Innovation to New Heights

The first set from BrickStructures, the Sears Tower.

-Leading construction toy maker further explores consumer and fan driven product development with debut of first line of models developed by brand enthusiast- CHICAGO (July 14th, 2008) – Continuing to explore the ways in which fans can drive innovation to the LEGO business, The LEGO Group today announced partnership with Adam Reed Tucker of Brickstructures Inc. to launch LEGO® Architecture. LEGO Architecture leverages the legacy of the classic LEGO brick’s 50 years of inspiring young builders and budding architects to express their own design ideas to take the experience further, making it possible for children of all ages to build and collect their favorite worldwide architectural sites through amazing replica models. Initially, LEGO Architecture will feature a pair of Chicago’s most famous landmarks: The Sears Tower and The John Hancock Canter.  In the future, the line will offer other famous landmarks from around the world celebrating influential architects and movements that have shaped cities and cultures. With models developed in collaboration with architects, LEGO Architecture will work to inspire future architects, engineers and designers around the world with the LEGO brick as a medium.

“My main objective with LEGO Architecture is to celebrate the past, present and future of architecture through use of the LEGO Brick. With products such as the line of souvenir sets and educational events, we wish to promote an awareness of the fascinating worlds of architecture, engineering and construction in a new and unexpected way,” said Adam Reed Tucker, president of Brickstructures, Inc.  “The possibilities of the LEGO play experience are the perfect medium in which to drive and engage that awareness and excitement.”

“LEGO Architecture is a milestone for LEGO Group, as it is the first new business launched together with a member of the LEGO community using the LEGO bricks as part of the business,” said Paal Smith-Meyer, head of new business group at the LEGO Group. “After years of development, this niche business stems from our exploration of new business areas outside traditional retail toy markets. LEGO Architecture exemplifies our philosophy that everything big starts small and our aim to build new businesses with entrepreneurs like Adam, who are passionate about the LEGO idea and our mission to inspire the builders of tomorrow.” LEGO Architecture models can be found at specialty stores in the Chicago area including Love from Chicago at Woodfield Mall in Schaumburg and Yorktown Center in Lombard, The Chicago Architecture Foundation Shop and in gift shops at the Sears Tower and John Hancock Center. For more information and a complete list of retail locations, visit www.brickstructures.com

About Brickstructures, Inc.
Brickstructures, Inc., is a privately held company established to promote the use of LEGO Bricks in relation to Architecture. Established by architect Adam Reed Tucker from Chicago, Brickstrucutres, Inc, will act as creative developer and exclusive distributor for LEGO Architecture. Brickstructures will also arrange events and explore educational activities in conjunction with architectural firms, institutions and landmarks.

The LEGO Architecture Team wishes to extend a thank you to all parties who have participated in the foundation test throughout the city of Chicago.

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, employing approximately 4,500 people globally. The LEGO Group is committed to the development of children's creative and imaginative abilities. LEGO products can be purchased in more than 130 countries.

LEGO and the LEGO logo are trademarks of The LEGO Group. ©2008 The LEGO Group.