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Tuesday, October 9, 2012

Lego's Learn Through Play project launched during October as the Libraries Connect month

(Ottawa, October 1, 2012) To celebrate Canadian Library Month this October, we are excited to present you with the Learn through Play project, a program which encourages children and parents to build their way to early development through combined story and play time.

The Project

LEGO Systems, Inc., the world's leading construction toy manufacturer, in partnership with the Canadian Library Association (CLA) will kick off a 7 weeks Learn through Play project commencing on October 3, 2012. The objective is to blend early development with construction play, encouraging preschoolers to read, build, play and learn!

Through the Learn through Play project, LEGO® DUPLO® and the CLA are asking Canadians across the country—via outlets such as,, and Citytv's Cityline—to nominate their hometown library for a chance at winning a LEGO® DUPLO® donation for their children's activity areas. The most nominated library in each Canadian province/territory will receive $500 worth of building sets, including the newly launched LEGO DUPLO Read and Build collection, a series of kits that blend early reading with construction play. In addition, consumers will also have a chance to win great prizes just for voting. The campaign kicks off on October 3, 2012 at and continues through November 18, 2012.

It Begins with the Brick

Research indicates that construction play benefits toddlers and preschoolers on multiple dimensions and contributes to many stages of learning. The LEGO Group has also received feedback from parents which underscores the value they place on DUPLO play – which nurtures analytical, social, emotional and imaginative skills while also delivering multiple play opportunities and long-term value.

DUPLO® Read and Build sets blend early reading with construction play, encouraging youngsters to build along as their parents read to them. The series is comprised of three books: Grow Caterpillar Grow!, Busy Farm and Let's Go! Vroom! - each of which includes DUPLO bricks that can be used to build the main characters and objects in the story.

DUPLO® Learning and Creative sets combine fine motor skills with children's creativity and imagination as they build and explore the world around them. The series is comprised of DUPLO® Play with Letters, Play with Numbers, Creative Sorter and the DUPLO® Brick Box.