(from Volvo Press Release)
Volvo Cars of North America, LLC (VCNA) and LEGOLAND® California are
joining forces to promote driving safety and family values. As part of
the recently announced partnership agreement between the subsidiaries of
the two Scandinavian icons, a replica of Volvo's award-winning SUV, the
Volvo XC90, was constructed of LEGO's famous modeling bricks.
The Volvo XC90 made of LEGO bricks was built by LEGO Master Model
Builders, members of an elite team of talented artists who design,
create and maintain the thousands of LEGO brick models at LEGOLAND®
California. Constructed at the U.S. headquarters for LEGO Systems, Inc.
in Enfield, Conn., the Master Builders began production of the Volvo
XC90 in January 2004. Noted as one of the top-three most gratifying
projects of its kind for the Master Builders, the intricate stages of
assembly were captured with time-lapse photography.
As the recognized leader of safety in the automotive industry, Volvo is
the "Official Car" of LEGOLAND® California and will work with the theme
park to bring messages of driving safety to the park’s 1.3 million
annual visitors. The Volvo XC90 made of LEGO bricks, although not
drivable, will stand at the park entrance as a symbol of the two
companies’ commitment to safety and family.
"The partnership is a perfect fit with our ‘Drive - for Life’ initiative
that focuses on affecting driver behavior and safety," said Vic Doolan,
president and CEO of VCNA. "We will be working with LEGOLAND to develop
innovative safety awareness activities."
Recently, LEGOLAND®’s popular Driving School (ages 6 to 13) and its Jr.
Driving School (ages 3 to 5) were reintroduced to carry Volvo's name and
reputation for safety. These popular park attractions offer children the
opportunity to drive electric-powered vehicles made to look like LEGO
bricks within the controlled environment of the drive course. The rules
of the road are emphasized, as well as good safety habits such as
buckling up seatbelts.
"By encouraging safety as a learned behavior at an early age, we all
benefit - it's never too early to learn about the rules of the road,"
said Doolan.
“We specialize in family education and entertainment," said John
Jakobsen, president and GM of LEGOLAND® California. "Our partnership
with Volvo brings the type of quality and reputation that our visitors
expect from their experience in the park. We could almost consider our
driving programs a public service, in addition to fun and adventure," he
said.
VCNA, part of the Volvo Car Corporation of Gothenburg, Sweden, provides
marketing, sales, parts, service, technology and training support to
Volvo automobile retailers in the United States, Canada, Mexico and
Puerto Rico.
In addition to the award-winning XC90, the Volvo automobile line is
comprised of: the 2004.5 all-new S40 sedan; the sporty S60 sedan –
including the award-winning performance sedan – S60 R, and its
performance wagon counterpart – the V70 R; the flagship S80 luxury
sedan; versatile V70 wagon and rugged XC70 (Cross Country); the C70
convertible; and, the compact S40 and V40 models.
LEGOLAND California is a 128-acre theme park geared specifically towards
youngsters ages two through 12. With more than 50 family rides,
"hands-on" attractions and shows, LEGOLAND California provides
education, adventure and fun in this first park of its kind in the
United States.
In addition to LEGOLAND California, there are three other LEGOLAND parks
in the world - LEGOLAND Billund in Denmark; LEGOLAND Windsor, outside of
London; and LEGOLAND Deutschland in Germany.
