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Volvo Cars and LEGOLAND®
Build Relationship for Driving Safety
'Future Driver' Programs Target 3 to 13 Year Olds
What is the ideal age to teach children about automobile safety?
If the multi-year marketing partnership between Volvo Cars of North America (VCNA)
and LEGOLAND California is any indicator, ... then even beginning with
pre-school is not too soon.
According to the agreement announced today, Volvo Cars, the recognized leader of
safety in the auto industry, will partner with LEGOLAND California to bring
messages of driving safety and awareness to the California theme park's 1.3
million annual visitors.
"At Volvo, we pride ourselves on building safe cars, however we're also
beginning to focus on other aspects that are integral to safety on the road: the
driver, and the passengers," said Vic Doolan, president and CEO of Volvo Cars of
North America. "By encouraging safety as a learned behavior at an early age, we
all benefit. LEGOLAND, and its target audience, is an ideal fit for influencing
future drivers, as well as current ones, through their children."
Two specific LEGOLAND(R) programs are already underway: The Driving School (ages
6 to 13) and the Jr. Driving School (ages 3 to 5). 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. As part of the partnership, the schools will bear the
Volvo name.
"We specialize in family education and entertainment," said John Jakobsen,
president and GM, 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.
Volvo will become the "Official Car" of LEGOLAND, and work with the theme park
to develop innovative safety awareness activities.
"The partnership is a natural extension of our two family-oriented brand names,"
said Doolan. "It's also a logical addition to our 'Drive For Life' initiative
that focuses on affecting driver behavior and safety. In working with LEGOLAND,
it's never too early to learn about the rules of the road."
Coincidentally, the names of the two companies both have similar linguistic
roots. Although it's derivation is Danish, ... LEGO in Latin means "I put
together" or "I assemble." The origin of the word VOLVO is Latin for "I Roll."
An apt lineage for an agreement featuring drivable vehicles made of interlocking
bricks.
LEGOLAND California is a 128-acre 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.
For more information go to California Family
Attractions. For Hotels and Resorts go to
California Hotels and
Resorts
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