Innovative Gaming Accessory Brand to Create Officially Licensed Products for The LEGO Group and Partnering Franchises<\/p>\n
Woodinville, WA \u2013 November 22, 2010 — POWER A, the retail consumer products brand of Bensussen Deutsch & Associates, Inc. (BDA), today announced it has forged an exclusive licensing relationship with The LEGO\u00ae
\nGroup to be its sole video game accessory partner in North America. In this role, POWER A will support the core LEGO brand through a variety of licensed gaming products available to consumers in major retail outlets.
\n\u201cPOWER A has built a reputation throughout the industry for its ability to extend popular brands through high quality products that conform to the most exacting standards,\u201d said Stephanie Lawrence, licensing director, The LEGO Group.<\/p>\n
\u201cWhile the LEGO brand is always evolving, there are core values that remain constant. After a rigorous evaluation process, we chose to sign an exclusive agreement with POWER A because we believe it is the best partner to deliver both creativity and quality without compromise.\u201d<\/p>\n
POWER A is shipping its exclusive lineup of interactive, buildable LEGO licensed products to major retail stores throughout the 2010 holiday buying season, including the POWER A LEGO Play & Build Remote for Wii\u2122 featuring official LEGO tiles. In addition to being a high-quality remote for Wii, the buildable surfaces and included 31 bonus LEGO tiles allow users to customize the design of their remote. It also features compatibility with Wii MotionPlus\u2122, an internal speaker and larger buttons for enhanced control during game play. The POWER A LEGO Play & Build Remote for Wii is available exclusively at Toys \u201cR\u201d Us with an MSRP of $39.99.<\/p>\n
Also releasing this holiday season is a line of LEGO\u00ae Harry Potter\u2122 video game accessories for Nintendo DS\u2122. The components are made with official LEGO bricks and tiles allowing consumers to play and build using their own LEGO bricks. The LEGO Harry Potter Armor Case Kit for Nintendo DSi\u2122 includes a system playthru case with LEGO tiles featuring Harry Potter artwork and buildable LEGO plates underneath, a \u201cbrick\u201d stylus with removable LEGO Harry Potter Minifigure\u2122, and two (2) stackable LEGO Brick Game Cases that fit one
\n(1) Nintendo DS\u2122 Game Card each (MSRP $14.99). The LEGO Harry Potter Play & Build Kit for Nintendo DS includes one (1) LEGO brick stylus with removable LEGO Harry Potter Minifigure and two (2) stackable LEGO Brick Game Cases (MSRP $9.99).<\/p>\n
POWER A and The LEGO Group will introduce additional video game accessories in spring 2011 including a line for the LEGO\u00ae Star Wars\u2122 III: The Clone Wars video game<\/p>\n
“The opportunity for POWER A to work exclusively with the world-class LEGO toy brands demonstrates the quality of our product and the broad reach of our retail partners,\u201d said Eric Bensussen, president of POWER A and BDA.<\/p>\n
“Together, The LEGO Group and POWER A will bring some of the most popular LEGO video game franchises and the iconic LEGO bricks to gaming accessories that seamlessly extend the brand franchise.\u201d<\/p>\n
About The LEGO Group
\nThe LEGO Group is a privately held company based in Billund, Denmark. The company is still owned by the Kirk Kristiansen family who founded it in 1932. The LEGO Group is engaged in the development of children\u2019s creativity through playing and learning. Based on the world-famous LEGO brick, the company today provides toys, experiences and teaching materials for children in more than 130 countries. The LEGO Group has approximately 8,000 employees, and it is the world\u2019s fifth largest manufacturer of play materials.<\/p>\n
About POWER A
\nPOWER A creates reliable, high quality and innovative accessories that amplify consumers’ experiences with the world’s best technologies. This consumer products division of Seattle-based BDA, Inc. partners with some of the most popular consumer electronics companies in the world, including Nintendo of America Inc, Sony Computer Entertainment America LLC, Microsoft\u00ae and Apple\u00ae. Committed to producing the safest products possible, POWER A carefully monitors product development and quality assurance to exceed the testing requirements of its licensors. POWER A products are available at major retailers in North America, Europe, Australia, and Latin America.<\/p>\n