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Lego Joins Forces with Williams

Williams announced today that they have agreed a licensing agreement The LEGO Company.
The three year collaboration is based on the LEGO's Racer products, and will provide children with an educational insight into the engineering, design and experimentation processes used in formula1.

The customisation and adaptation of LEGO Racers to compete in The LEGO Company's fictional competition environment, the Drome, will draw on the real-life engineering practices used in the sport.

Brand Director Stig Blicher commented: "We decided to work together with the Williams as they quickly caught on to the idea about bringing the fascinating world of formula1 into the children's own racing universe.

"Formula1 is all about cutting-edge technology and we think that Williams has one of the most ambitious and serious approaches to racing. They are really world class within their field and known for building race cars, customisation, high-quality performance and best practices.

"These qualities correspond very well with those of The LEGO Company. The learning element and the strong brand recognition are also common features of the two companies."

Jim Wright, Williams Head of Marketing, reflected added: "Following hard on the heels of the launch of the new car last week, the FW24, this association with another global brand of the stature of The LEGO Company is tremendously exciting for all concerned."

Commenting on the new alliance, Sir Frank Williams also said: "I am delighted that we have forged such a prestigious partnership with LEGO Company, a ubiquitous brand name in every corner of the world. The LEGO Racers series is not just fun, but provides serious learning content for children, drawing on the lessons of formula1."

In September 2002, The LEGO Company will launch a Williams Racer to complement the Racer series. The 65-centimetre long model, will be based on the FW24.

31/01/2002 sports

Source: formula1 @ maltaweb.biz

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