EIDOS TOUTS FORCE WIELDING CAMPAIGN
Copyright 2005 Eidos plc

[ May 12th 2005 ]

Eidos Inc., in partnership with Giant Interactive Entertainment, Lucas Arts, and LEGO, celebrate the success of LEGO Star Wars: The Video Game through a multidimensional Marketing effort that both entertains and rewards Star Wars, LEGO, and video game fans of all ages across North America. Eidos Inc. has shipped almost 700,000 units of LEGO Star Wars: The Video Game to North American retailers in just its first month of release, and plan to positively impact future sales through several fantastic promotions.

"The LEGO and Star Wars brands have millions of fans spanning all ages. Eidos has put together an integrated TV, retail, print and on-line campaign that offers both extensive reach and frequency", says Paul Baldwin, Vice President of Marketing Communications. "This campaign is targeted at Lego and Star Wars fans everywhere. You will not be able to turn on your TV or walk into a store without seeing the product advertised."

Eidos is running two TV spots for LEGO Star Wars: The Video Game on child friendly networks including Fox, ABC Family, Nickelodeon, Cartoon Network, Toon Disney, and WB Kids. The TV spots, aptly named "Prophecy" and "Galaxy," are action packed sequences of LEGO Star Wars characters showing off their special in-game abilities. Both TV spots are backed by original Star Wars movie music, also featured throughout the game.

LEGO Star Wars: The Video Game is also supported by an intensive push at major retailers. At Target, buyers will receive a movie ticket to see Episode III: Revenge of the Sith in theatres May 2005 with a game purchase. Walmart customers will receive a free Darth Vader LEGO minifigure magnet with purchase of LEGO Star Wars: The Video Game for PC. Additionally, Toys 'R' Us consumers will receive a free Yoda LEGO minifigure magnet when purchasing LEGO Star Wars: The Video Game for Gameboy Advance. Other retailers involved include Best Buy, Gamestop, and EB Games.

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