Fidest – Agenzia giornalistica/press agency

Quotidiano di informazione – Anno 33 n° 348

Posts Tagged ‘lego’

The LEGO Group to Pilot New Program LEGO® Replay in the United States

Posted by fidest press agency su giovedì, 10 ottobre 2019

The LEGO Group announced the launch of LEGO® Replay, a pilot program that will accept any and all previously used LEGO bricks and donate them to children’s non-profits in the United States. The effort is a collaboration with Give Back Box, Teach For America, and Boys & Girls Clubs of Boston.The process is simple: collect any loose LEGO bricks, sets, or elements, place them into a cardboard box, and visit http://www.lego.com/replay to print out a free UPS shipping label. The package will be sent to the Give Back Box facility, where each brick will be sorted, inspected by hand, and given a rigorous cleaning. This process is possible because LEGO bricks are made from high-quality, durable materials, designed to be used for generations.
“We know people don’t throw away their LEGO bricks,” said Tim Brooks, Vice President, Environmental Responsibility at the LEGO Group. “The vast majority hand them down to their children or grandchildren. But others have asked us for a safe way to dispose of or to donate their bricks. With Replay, they have an easy option that’s both sustainable and socially impactful.”Brooks and his team spent the past three years working on the project to ensure the process met the highest quality and safety standards and adhered to U.S. regulations. They then connected with Give Back Box, a charity dedicated to “recycling” 11 million tons of unused clothing, footwear, and other textiles that end up in U.S. landfills each year.
“I am excited to join the LEGO Group in this pilot program,” said Monika Wiela, founder of Give Back Box. “Growing up in Poland, I didn’t have many toys as a child, so this collaboration is rather personal for me. What’s better than giving a child the gift of play? For us, the number of donations we receive is critical to a successful campaign, so we’ve made it as easy as possible for folks at home to send in their idle bricks.”Teach For America will receive the majority of the elements and will provide them to thousands of classrooms across the country.“Learning through play can have a tremendous impact on a child’s cognitive development. Through play, children develop fine motor skills, think creatively, and can learn how to problem solve through teamwork,” said Susan Asiyanbi, Teach For America’s chief operating and program officer. “But not everyone has access to such resources. LEGO Replay, and the instructional resources they provide educators, will help give more students access to this opportunity.” Bricks will also be sent to Boys & Girls Clubs of Boston for their after-school programs. Both non-profits can expect to receive the first shipments in November 2019. Once the pilot is complete in spring 2020, the LEGO Group will evaluate a possible expansion of the program.

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Lego Overtakes Ferrari as the World’s Most Powerful Brand

Posted by fidest press agency su giovedì, 19 febbraio 2015

ferrariLego is the World’s most powerful brand. It scores highly on a wide variety of measures on Brand Finance’s Brand Strength Index such as familiarity, loyalty, promotion, staff satisfaction and corporate reputation. Lego is a uniquely creative and immersive toy; children love the ability to construct their own worlds that it provides. In a tech-saturated world, parents approve of the back-to-basics creativity it encourages and have a lingering nostalgia for the brand long after their own childhoods. The Lego Movie perfectly captured this cross-generational appeal. It was a critical and commercial success, taking nearly US$500m since its release a year ago. It has helped propel Lego from a well-loved, strong brand to the World’s most powerful.
Lego has overtaken Ferrari, last year’s most powerful brand. Ferrari remains a very strong brand but its power is slowly diminishing. It has now gone several years without an F1 title and last season struggled even to mount a challenge. The sheen of glory from its 1990s golden era is beginning to wear thin. Meanwhile the departure of Luca di Montezemolo heralds a slight change in strategy at Ferrari’s road car division. Montezemolo kept a strict cap on production to maintain the exclusivity of the brand. Since his departure, Chairman Sergio Marchionne has suggested that this policy will be relaxed to boost revenues.Many Ferrari owners and aspiring owners are extremely brand-conscious, making the loss of the ‘world’s most powerful brand’ accolade, which Ferrari has held for several years, a particularly heavy blow. Brand Finance CEO David Haigh comments, “Ferrari is still in a strong position and its brand value has actually increased 18% this year to $4.7 billion. The new strategy to capitalise on the brand will certainly drive short term value but over-exploitation risks lasting damage.”

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CPLG e Universal Pictures annunciano il deal di licensing con LEGO per Jurassic World

Posted by fidest press agency su martedì, 25 novembre 2014

jurassic worldNel 1993 veniva proiettato al cinema Jurassic Park, film diretto da Steven Spielberg e basato sul libro omonimo di Michael Crichton. A distanza di oltre vent’anni, Jurassic Park rimane nelle prime posizioni delle classifiche dei film più visti di sempre e nella top20 dei migliori film al boxoffice con oltre 1 miliardo di dollari di incassi. Un successo che perdura anche grazie ai partner mondiali che hanno saputo creare un mondo di merchandising legato al film: tecnologia e dinosauri appassionano un pubblico trasversale sia per età che per genere. In occasione della release del primo trailer ufficiale del nuovo ed attesissimo Jurassic World, sequel in uscita a giugno 2015, sono state attivate diverse trattative per espandere a 360° questo brand, grazie a nuovi deal con licenziatari e a partnership merceologiche. CPLG, in qualità di agenzia che cura i diritti delle property Universal, è lieta di annunciare la global partnership tra Universal Partnerships & Licensing e LEGO Group per la realizzazione di giocattoli e playset originali Lego® tematizzati Jurassic World.
L’accordo con LEGO Group (2014), completa il progetto di licensing a livello globale di Universal. Le linee di merchandising legate a Jurassic World vogliono espandere l’azione e l’avventura del film, coinvolgendo un pubblico globale.
Lego si affianca così ad un altro licenziatario storico, Hasbro che, fin dall’uscita del primo film della saga, è rimasto sempre legato a questa property. Hasbro continua il suo rapporto di lunga durata con la Universal e introdurrà una linea giocattolo con action figure e giochi di ruolo ispirati al film. I prodotti delle linee Lego e Hasbro saranno distribuiti sul mercato a partire da maggio 2015, poco prima dell’uscita del film nelle sale cinematografiche di tutto il mondo. Jurassic World si preannuncia un successo di primordine: i quasi 5 milioni di like sulla pagina Facebook ufficiale corrispondono al bacino di fan di tutto il mondo che si appassioneranno all’attesissimo sequel.
La release di Jurassic World avverrà a livello globale il 12 giugno 2015, in 57 paesi contemporaneamente!
Jurassic World è una property d’eccezione: coinvolge ed avvicina il bambino ad un mondo fantastico e divertente, e allo stesso tempo rievoca nei giovani adulti un film apprezzato durante la loro infanzia. A livello di sviluppo della property, Jurassic World offre quindi spunti didattici e di edutainment legati alla preistoria, alla geografia e al mondo degli animali. Le categorie merceologiche coinvolte nelle trattative di licensing sono quelle del giocattolo e dell’editoria, ma anche il mondo del food, della cartotecnica e della cura personale. (jurassic world)

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