Creativity Reigns in LEGO Universe with Safety

Creativity reigns in LEGO® Universe – with safety

 The new LEGO® online game was created with the help of LEGO fans

 Players experience adventures, slip into new roles, make new friends

 High safety standards guarantee secure gaming fun for children

Billund/Munich, April 2010. The LEGO Group is seeking allies to save the creativity of the world as it is threatened by a dark power; the greater the number of friends who stand up for the colourful LEGO® world, the less of a chance the enemies of creativity will have. In the new online game “LEGO Universe”, everything revolves around the desire to construct and the resourcefulness of one’s teammates. This is an exciting universe, created among others by LEGO fans for LEGO fans: alongside the professional game developers at NetDevil, many so-called LEGO pioneers throughout the world have also been able to contribute their concept of a successful online game. These potential end consumers have impressed with their good ideas and their enthusiasm for LEGO. Their involvement extended from generating ideas by participating in various test phases to the actual creation of game contents.

This is also clearly evident in the game which captivates with its charming surprises and amusing details. It starts with each player constructing his own character at the outset from lots of individual building blocks. Building is an important component of the LEGO world at all times. Various sets of LEGO elements offering numerous possibilities for constructing original creations are available. Building can take place on your own or jointly with other players all over the world. LEGO Universe also arouses the spirit of discovery: It is all about testing, collecting, discarding and deciding. You can build houses, make music, own pets – the various theme worlds, game contents and construction possibilities of LEGO Universe stimulate children’s fantasy and their visual imagination. Strategic thinking, unconventional solutions and teamwork are also called for. There are truly no boundaries to creativity and interaction. Apart, perhaps, from those defined by the parents.

LEGO Universe – safe, huge gaming fun

The safety of the young players has top priority for the LEGO Group. The protection of young children and uninterrupted gaming enjoyment on the net are assured by a team of moderators, who are available 24 hours a day, and by a range of security measures. Parents can set a time-out, for example, so that their children do not play for longer than a predetermined period. They can also keep track of those with whom their children are chatting in LEGO Universe, and what course the game is taking. Here, too, the LEGO Group was inspired by the suggestions of the LEGO pioneers. For those parents who wish to have comprehensive information, the company has set up a portal on which the various safety options are explained.

LEGO Universe is the first Massively Multiplayer Online Game (MMOG) from the LEGO Group, and will be launched in the second half of 2010. It was developed for children aged from eight years and upwards, but it also appeals to adults. At the heart of the game are creative building and playing with the familiar LEGO bricks: In the new online world, players from all over the world are able to meet, bring their own creations to life and experience thrilling adventures with friends. The aim is, by joining forces, to protect creativity from a dark power.

Reproduction free of charge, specimen copy requested

Further information and graphical material can be obtained from: achtung! GmbH LEGO Group

PR agency PR & Communications Manager

Tomma Rabach Flemming Binderup Gammelgaard

Tel.: 040 - 4502 10 – 721 Tel.: +45 79504938 [email protected] [email protected]

About the LEGO Group The LEGO Group with its headquarters in Billund, Denmark, is – in terms of sales revenue – the world’s fifth-largest toy manufacturer. Its portfolio includes, in addition to traditional LEGO bricks, 25 other product lines that are sold in more than 130 countries. Around 8,000 employees work for the LEGO Group today all over the world. LEGO GmbH received the best product brand award in the Best Brands 2010 German Brands Ranking and was honoured with the brand award in the “Best Brand Expansion” category for the launch of its LEGO games. The name of the company, which was founded in 1932, is composed from the two Danish words “leg” and “godt”, which can be translated as “play well”. LEGO GmbH is among the “Best German Employers in 2010“.

1 June is International Children’s Day Further information about this initiative by the German Toy Industry Association (Deutscher Verband der Spielwarenindustrie e.V. (DVSI)), LEGO GmbH and many other partners can be found at: www.kindertag.net