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THE LEGO GROUP AND ATLANTIS, PARADISE ISLAND RESORT AND CASINO ANNOUNCE PARTNERSHIP
Legendary Brands Unite to Provide Exclusive Family Experiences
PARADISE ISLAND, THE BAHAMAS (July 6, 2010) – LEGO Systems, Inc., the North American division
of one of the world’s most iconic toy brands, today announced a partnership with Atlantis,
Paradise Island resort, one of the top family resorts in the world, as ranked by Parents, Condé
Nast Traveler and Travel + Leisure Family. The alliance creates a multi-tier program that kicks off
the official opening of the Bahamian resort’s new, state-of-the-art Kid’s Club, Atlantis Kids
Adventure, designed to offer innovative experiences to families with children vacationing at the
Paradise Island resort and marking the first time LEGO Systems has partnered with a family resort.
Inspired by a new line of LEGO® construction toys that takes children’s imaginations on an under-the-sea
quest for treasure, the partnership will come to life on property in The Bahamas through an exclusive
LEGO Construction Zone in the Kid’s Club, Atlantis Kids Adventure, which will also host the world’s first
LEGO Atlantis Fantasy Camp this summer. A family sweepstakes with Toys “R” Us and JetBlue Airways,
the official airline of the first-ever LEGO Atlantis Fantasy Camp, will send 10 winners to the event, to be
held in three five-day sessions in July 2010.
The partnership launched January 16 with an in-store building event at Toys “R” Us Times Square.
Families were invited to help a LEGO Master Builder create a larger-than-life mural of paradise and
3-D sea creatures using LEGO bricks. On display was a 5-foot-tall LEGO model of a scuba diver,
named L.A.N.S.E., who embarked on an exclusive trip to Atlantis, Paradise Island, the Bahamas
where he was previewed to families on all elements of the partnership as they came to life at the resort.
LEGO and Atlantis Partnership
L.A.N.S.E. was flown nonstop by JetBlue Airways from its state-of-the-art new Terminal 5 at New York’s
John F. Kennedy International Airport to Nassau, Bahamas and transported to Atlantis, Paradise Island,
where he was temporarily submerged into the Ruins Lagoon, the resort’s largest marine habitat
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complete with Atlantean artifacts and more than 50,000 marine animals to replicate the role play
adventures of underwater explorers in the LEGO sets. L.A.N.S.E. also toured the new Atlantis Kids
Adventure, oversaw LEGO building activities and participated in resort-wide activities that punctuate the
fun of any family trip to Atlantis, Paradise Island Resort and Casino. Daily video transmissions offered
glimpses of the kids adventure at Facebook, YouTube and Twitter.
“As the lead brand builder and partnership seeker for Kerzner, I jumped at the opportunity to
create such a perfectly matched program for Atlantis, Paradise Island with the LEGO brand. We
are truly excited to bring this partnership to life throughout the year and know our guests and
families everywhere will find value in the many elements we have created together,” said
Lauren Snyder, Executive Vice President and Chief Communications Officer, Kerzner International.
“What child doesn’t dream of his role play adventures as a hero coming to life in the real
world?” said Michael McNally, director of brand relations, LEGO Systems. “In partnering with
Atlantis, Paradise Island, we can offer vacationing families a once-in-a-lifetime opportunity to bring
the fun, fantasy and thrill of the playroom to a very real, tangible and memorable vacation experience.”
LEGO Construction Zone at Atlantis Kids Adventure
The LEGO Construction Zone debuts within the new 8,000-square-foot state of the art kid’s club, Atlantis
Kids Adventure. Complete with thousands of LEGO bricks of all sizes and colors and a wall covered in
LEGO base plate that children can build directly onto, the room complements the numerous hands-on
activities the club offers to resort guests ages 6-12.
LEGO and Atlantis Partnership
Guests may build free-form as part of their daily visit to the club, or they can sign-up for a premium
LEGO building experience among five other options designed to satisfy any child’s interests.
LEGO Atlantis Fantasy Camp
The world’s first LEGO Atlantis Paradise Island Summer Fantasy Camp experience launches this summer
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at Atlantis, Paradise Island. Families can book their July 2010 vacations around three exclusive, 5-day on-
property workshops where children ages 6-12 can get up close and personal with LEGO Master Builders,
embark on resort-wide scavenger hunts and gain unprecedented access to the resort’s marine
operations and kid’s facilities. Families are invited to participate in the entire 5-day package or purchase
single full-day participation in the camp activities. JetBlue is the official airline of LEGO Atlantis Fantasy
Camp and will provide air-inclusive packages at jetblue.com. Lego Fantasy Camp Packages can be purchased
as an add-on to Paradise Island Resort stays for $425 per child per 5-day session on www.atlantis.com.
For more information, call 1-800-Atlantis or visit Atlantis.com.
ABOUT ATLANTIS, PARADISE ISLAND RESORT, THE BAHAMAS
Atlantis, Paradise Island is the flagship resort of Kerzner International, a leading international developer
and operator of destination resorts, casinos and luxury hotels. This unique, ocean-themed destination is
located on Paradise Island, The Bahamas, and features a variety of accommodations, all built around a
141-acre waterscape comprised of over 20 million gallons of fresh and saltwater lagoons, pools and
habitats. Home to the largest open-air marine habitat in the world, there are over 50,000 marine
animals in lagoons and displays, including The Dig, a maze of underwater corridors and passageways
providing a journey through ancient Atlantis. Atlantis is home to Aquaventure, a non-stop water
experience consisting of thrilling water slides, a mile-long river ride with high intensity rapids and wave
surges, and never-before-seen special effects. Dolphin Cay, the resort’s interaction and education
center, was created with the goal of enlightening visitors about the wonders of these remarkable ocean
inhabitants.
The Cove Atlantis, a 600-room resort, features oversized rooms with a step down living space,
spectacular designs by acclaimed interior architects Jeffrey Beers and David Rockwell, unprecedented
services and amenities, private all-adult and family pools, lavish cabanas and breathtaking views of
the ocean. Atlantis is also known as THE culinary destination in The Caribbean with a collection of
restaurants from world-renowned chefs including Nobu Matsuhisa, Jean-Georges Vongerichten
and Bobby Flay. The resort boasts an impressive collection of luxury boutiques and shops,
and the largest casino, conference center, meeting and convention facilities in The Caribbean.
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For further information about the Atlantis, Paradise Island Resort and Casino visit
Atlantis.com or call 954-809-2000. For reservations, call your travel agent or 800-ATLANTIS.
MEDIA INQUIRIES [email protected] 212-659-5203
