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New dimension for the BIONICLE™ universe: Trading Card Game
 MAY, 2001, CARLSBAD, CA. . .Based on a license agreement with the LEGO Company, The Upper Deck Co. will produce BIONICLE™--Quest for the Masks, a collectible trading card game. The collectible trading card game is an extension of a landmark construction action-figure release from LEGO Company that melds action figures and the legend of Mata Nui Island.
"The LEGO TECHNIC BIONICLE universe features a collection of construction action figures that puts the focus on storytelling," says senior product manager Jerry Bennington, The Upper Deck Co.. "And that's where Upper Deck comes in because collectible gaming products are one of our strong suits. We feel this product tells the action-packed story of BIONICLE 's six heroic Toas in a context that's both exciting and collectible."
"LEGO TECHNIC BIONICLE is extremely popular in Europe where the six Toa figures were launched in February. With the BIONICLE Trading Card Game we offer the kids the possibility of assuming the identity of their favorite Toa in their quest for the Six Great Masks of Mata Nui," says Stig Blicher, Global Brand Director at LEGO Company.
The trading card game, which retails for Euro; 14.99 and will be available in toy and department stores all over Northern Europe as from early September, is targeted to players ages 7-12, trading card collectors, board game enthusiasts, and LEGO fans and collectors.
The clever construction action-based theme will also include a host of licensed products beyond Upper Deck's trading card game such as for instance GameBoy Advanced game cartridges.
Please visit the official BIONICLE Web site: www.bionicle.com.
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The Upper Deck Company, LLC is a premier sports/entertainment publishing company which delivers a portfolio of relevant, innovative and multidimensional product experiences to collectors and sports and entertainment enthusiasts. Founded in 1988, The Upper Deck Company, LLC is located in Carlsbad, Calif. The European branch office is based in Amsterdam, The Netherlands.
The LEGO Company, a privately held firm based in Billund, Denmark, is committed to the development of children's creative and imaginative abilities, 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
For further information please contact:
Eva Lykkegaard
Global Company Communications
LEGO Company
Tel: +45 79 50 74 24
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