LEGO Americas Announces Strategic Partnership with Pop Sensations 'Play' for Launch of CLIKITS

Business Wire, Feb 19, 2003

Entertainment Editors/Business Editors

Toy Fair 2003

NEW YORK--(BUSINESS WIRE)--Feb. 19, 2003

-- Swedish quartet lend talent to endorse new fashion design system,

perform live at Toys "R" Us Times Square to culminate Toy Fair--

LEGO Americas today announces a strategic partnership with sensational Swedish pop quartet, Play, to launch CLIKITS(TM), a new fashion design system that provides girls endless opportunities to create stylish accessories to express their personality.

To kick off the partnership and bring a close to New York's annual Toy Fair week, Play will perform live at 2:15 p.m. today, at Toys "R" Us Times Square, the Center of the Toy Universe(TM). The Play concert will be part of the store's TUNE IN and PLAY promotion, in partnership with the GRAMMY(R) Foundation.

As part of the alliance with the group, Play will be featured in advertising wearing and displaying CLIKITS, as well as at select promotional appearances throughout the year, including today's performance at Toys "R" Us Times Square. LEGO Americas will sponsor a national creation contest, with a grand prize of Play performing a private concert for the winner's school. Additionally, Play will be promoted through www.CLIKITS.com, where visitors will be able to view the girls' favorite CLIKITS designs and, beginning in mid-March 2003, listen to music clips from the group's new album, Replay, which is scheduled for release on April 29. Other promotional vehicles are in development.

"We're thrilled to partner with Play," says Andrew Black, president, LEGO Americas. "CLIKITS marks an important launch for LEGO Company in a new category. We're confident our alliance with Play will be an exciting complement to the product's innovation and the momentum that's building for CLIKITS."

LEGO Americas recently announced a CLIKITS marketing partnership with Limited Too, a division of Too, Inc. (NYSE: TOO), the leading specialty retailer and preeminent fashion brand for active, fashion-aware 'tween (ages 7 to 14) girls. The multi-faceted deal designates CLIKITS the "preferred fashion design system" of Limited Too, and provides access to Limited Too's consumer contact points, including its monthly "catazine," a combination catalog and magazine with a base of 4 million readers.

About Play

Five months after its release in June 2002, Play's self-titled debut mini-album was still in the Billboard 200 and it hit #2 on the Billboard "Heatseekers" new album chart. Among the mini-album's stand-out tracks are Play's effervescent pop youth anthem "Us Against The World," which won Nickelodeon's online fan-based "Nick Picks" on several occasions and is included on the Lizzie McGuire soundtrack. Play's modern interpretation of the Motown classic "I'm Gonna Make You Love Me," featuring Chris Trousdale of Dream Street, became a hit on Radio Disney.

Play also was heard on The Master Of Disguise - Music From The Motion Picture, a Columbia Pictures comedy starring Dana Carvey. The soundtrack's first single, "M.A.S.T.E.R. Part 2," performed by Play featuring Lil Fizz, received airplay on Radio Disney. A companion video to the track, lensed by Chris Stokes (B2K), features Play, Lil Fizz, Solange, Devin, and Jhene. The soundtrack also includes "M.A.S.T.E.R. Part 1," performed by The Hardhedz featuring Play.

American audiences first caught the magic of Play on the "TEENick Presents: Aaron's Party" cavalcade during the summer of 2001. The group returned to the U.S. in March 2002 to perform on the L.E.I. Jeans/Davidoff Cool Water-sponsored Young Pop Power Tour with Solange and Devin, and later that summer for the highly successful Limited Too "Passion For Fashion" Tour and the A-Teen/Baha Men Summer tour. Most recently, Play performed in the 2002 Macy*s Thanksgiving Day Parade.

About CLIKITS

CLIKITS is an innovative fashion design system that lets girls snap together unique accessories to reflect their personal style. The line, available in the U.S. and Canada this June, marks LEGO Company's debut in the arts & crafts category and is comprised of 16 compatible, collectible kits that give girls ages 6 and up everything they need to piece together jewelry, room decor, picture frames, and hair and fashion accessories.

LEGO Systems, Inc. (LSI) is the Americas (North America and Latin America) division of the LEGO Company, a privately-held firm based in Billund, Denmark. LEGO Company employs nearly 1,300 people in the Americas - more than three-quarters of whom work at LSI's 203-acre headquarters in Enfield, Connecticut. LEGO 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." For more information, visit www.LEGO.com

Limited Too is the leading specialty retailer focusing on active, fashion-aware 'tween girls. The company sells apparel, swimwear, sleepwear, underwear, footwear, lifestyle and personal care products. Limited Too currently operates 511 stores in 46 states and Puerto Rico and publishes a catalog coinciding with key 'tween shopping times throughout the year. Limited Too also conducts e-commerce on its Web site, www.limitedtoo.com. Limited Too is owned and operated by Too, Inc. (NYSE:TOO).