11/09-07   -   Press releases

Worldwide cooperation agreement between Baby Dan and the LEGO Group

Baby Dan has, per 1 July 2007, entered into a unique cooperation agreement with the LEGO Group. The cooperation agreement gives Baby Dan exclusive worldwide rights to market, sell and manufacture products for the infant, baby and junior segment, carrying the LEGO® logo. Products will include a large range of nursery textiles, nursery furniture, playpens and playden ect. The agreement runs for several years.

Hilary Plummer, Licensing Director, the LEGO Group;
“The LEGO Group regards licensing as an opportunity to strengthen the LEGO brand by offering LEGO fans the opportunity to experience the brand in other ways than through the core toys. It is of central importance to the LEGO Group that licensed products follow the high quality and safety standards of the company. Partnerships are therefore established with companies who are leaders in their fields. We are therefore very proud of our new partnership with Baby Dan, one of the world’s leading manufacturers and suppliers of Infant and Baby products. The values that underpin the philosophy of the LEGO Group are also shared by Baby Dan, so we are expecting Baby Dan to develop some exciting new products that celebrate the LEGO brand and all that it stands for: quality, safety, trust, innovation, and fun“.

Torben S. Frandsen, Managing Director, Baby Dan;
" We are very proud to be selected as LEGO license partner and look very much forward to the cooperation with the LEGO Group and to introducing current and new customers to the line of innovative products in the category LEGO Infant, Baby and Junior. The unique partnership cooperation between the LEGO Group and Baby Dan gives us excellent possibilities for profitable sales growth both in current markets and within new distribution channels world wide."

The presentation of the new LEGO Infant, Baby and Junior license line will take place to selected customers at Europe´s largest international fair for infant/baby/toddler products, Kind+Jugend in Cologne, Germany from 13-16 September 2007.
Product launch on world wide markets will be spring 2008.

Facts about Baby Dan A/S
Baby Dan develops, produces and sells safety equipment for children in the age group 0-5 years. In addition, Baby Dan markets and distributes a large number of textile and furniture products for children in the same age group. The company is ISO 14001 environmentally certified, a member of Global Safety Cooperation and has won numerous prizes and awards for its products both nationally and internationally. Baby Dan has a worldwide export share of approximately 90% with sales branches in England, Norway, Sweden and France.

Facts about the LEGO Group
The LEGO Group is a privately held, family-owned company, based in Billund, Denmark.
It was founded in 1932 and today the group is one of the world´s leading manufacturers of play materials for children, employing approximately 4,500 people globally. The LEGO Group is committed to the development of children´s creative and imaginative abilities. LEGO products can be purchased in more than 130 countries.

LEGO and the LEGO logo are trademarks of The LEGO Group. ©2007 The LEGO Group.