Calling LEGO(R) builders of all ages to attempt Guinness World Record(TM)



    TORONTO, Aug. 1 /CNW/ - LEGO(R) Creation Nation is coming to Canada! It
will take hundreds of thousands of LEGO(R) bricks and thousands of helping
hands but LEGO Canada is confident that Toronto visitors and residents will be
able to set the new Guinness World Record(TM) for the tallest LEGO Tower at
this year's Canadian National Exhibition (CNE). To make history, the LEGO
Tower will need to exceed 94.3 feet (28.58 meters) and at more than nine
stories high will soar over the CNE skyline and the nearby Gardiner Expressway
when complete.
    LEGO Creation Nation unearths, celebrates and cultivates people who
embrace lifelong creativity. Through its events, online web presence and LEGO
Creativity Awards, LEGO Creation Nation seeks to encourage children to become
creative problem solvers and builders of tomorrow.
    "We're excited to collaborate with the CNE to host a Creation Nation
event that celebrates the creative and interactive spirit of the LEGO brand on
such a momentous scale," stated Larry Sedran, General Manager for LEGO Canada.
"We know that attendees are ready for such an ambitious project and we're
counting on them as no LEGO world record has ever been attempted here in
Toronto."
    According to the CNE General Manager David Bednar, the LEGO Tower is a
perfect fit for the CNE. "We love that our visitors can play an active role in
the setting of a world record," said Bednar. "As a traditional fair, you don't
visit the CNE, you experience it - and what better experience than adding your
personal creative contribution to the world's tallest LEGO Tower."
    Construction will begin on opening day at the Canadian National
Exhibition, Friday, August 17th at 10am. Visitors to the CNE - children,
adults and whole families - are invited and encouraged to help build the
Tower, from 10am to 6pm on Friday, Saturday and Sunday of opening weekend.
LEGO Tower Builders estimate that the structure will be near-complete around
noon on Monday, August 20th when a "topping off" ceremony will be held. At
that time dignitaries will conduct the official measurement which will be
submitted to Guinness World Records.

    More about the LEGO Tower
    -------------------------
    The LEGO Tower will be built on a 25 meter by 25 meter site at the west
side of the Food Building, where a 500 kg. podium will be assembled. The
four-sided LEGO structure will be built on a series of graduated templates. A
group of building stations will be set up in a tented area on site so that
dozens of kids and adults can help to assemble the sections at all times. Two
Tower Builders from LEGO headquarters in Denmark are being flown in to oversee
the project.
    As each section is completed, it will be raised into place by a 100-foot
boom crane. An intricate network of guide wires will support the tower as it
grows and keep it stable once complete. The LEGO Tower will be kept on display
for the duration of the CNE until September 3rd allowing all visitors an
opportunity to see this amazing structure.
    To find out more information about LEGO Creativity Awards, to read
profiles of creativity in action and find tips for bringing creativity to home
and work, visit www.LEGOcreationnation.com.

    LEGO Systems Inc. (LSI) is the Americas (North America and Latin America)
division of the LEGO Group, a privately-held firm based in Billund, Denmark.
The LEGO Group is committed to the development of children's creative and
imaginative abilities through high-quality, creatively educational play
materials, 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

    LEGO and the LEGO logo are trademarks of The LEGO Group.
    (C) 2007 The LEGO Group.





For further information:

For further information: Carol McDonald, (905) 875-1795,
mail@mcmarketing.ca

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LEGO CANADA

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