(Anders Brohus/Lego)

In motivating the choice of ambassador, Princess Benedikte said:

“Mr. Kirk Kristiansen, you have done a great deal to give children the opportunity through play to tell their own stories in their own terms. In LEGOLAND Parks we are transported through a veritable fairy tale world of famous cities and buildings – and at the same time children have enormous fun. No one has done more than you to further Hans Christian Andersen’s idea that the best way to understand the world is through stories and imagination.”

Expressing his thanks for the honour, Kjeld Kirk Kristiansen said:

“Like most other Danes, I have always felt that the stories of Hans Christian Andersen were something special. First of all, they arouse the imagination and interest of children and adults alike. Wise words – and often with a twinkle in the eye. Their fascination also rests in the fact that you can read them again and again – and keep discovering new details.
Another important reason that I am so fond of Hans Christian Andersen’s fairy tales is that they have many of the same qualities as LEGO bricks. Like our bricks, they appeal to the imagination and creativity. And like our bricks, they speak a universal language.”

In accepting the new ambassador title, Kjeld Kirk Kristiansen promises to promote the name and profile of Hans Christian Andersen. As early as a year ago the LEGO Group entered into a partnership with the H.C. Andersen Foundations. That’s how a LEGO Duckling was chosen as the mascot for the Hans Christian Andersen celebrations. Events will start with a magnificent show in Parken, Copenhagen’s main stadium. It will be an all ticket affair for more than 40,000 people, and many of the renowned Hans Christian Andersen ambassadors will be present from all over the world. The LEGO Group is also responsible for decoration of the red carpet. Guests will be welcomed by a two metre high statue of the fairy tale writer, and H.C.A. ambassadors will be invited to pen a few words in the Visitors’ Book – which has naturally also been built of LEGO bricks.

On March 1 the LEGO Group launched a series of new LEGO Hans Christian Andersen products. These include an H.C.A. bucket packed with loose bricks and inspirational material to build many of his familiar fairy tale characters. Five new Belville products have also been launched, each interpreting one of Hans Christian Andersen’s most popular stories: The Snow Queen, Thumbelina, The Princess and the Pea, The Tinder Box and The Little Mermaid.

Under the LEGO Group’s partnership agreement with the H.C.A. Foundations, a leaflet will be enclosed with all LEGO Hans Christian Andersen products describing the HCA abc Foundation and the work it does teaching children, young people, women and ethnic minorities in developing countries to read and write.

The King of Fairy Tales will also be celebrated at LEGOLAND Billund. On April 3 there will be a grand birthday fireworks display. And a special fairy tale weekend will be held in September, when visitors to LEGOLAND will have a special glimpse back into the 19th century. Children will have the opportunity to meet – in person! – several of the renowned characters from Hans Christian Andersen’s fairy tales. There will be magical entertainment for the entire family. The LEGOLAND Orchestra will put on a special concert, and there will be opportunities to explore the new LEGO BELVILLE stories.

Sist oppdatert: 19.03.05 00:47