Chevy Venture Unveils Next Generation of Family Fun At NAIAS
10 January 2000Announcement Made With Johnson Controls and the LEGO Company
DETROIT -- Chevy Venture announced today it will integrate the LEGO(R) PlaySeat(R) activity center as standard equipment in its 2000 Warner Bros. Edition minivan. As another example of Venture's commitment to providing families with an enjoyable driving experience, Chevy Venture unveiled the LEGO PlaySeat in a Warner Bros. Edition van today at a joint press conference with automotive interior supplier Johnson Controls, Inc. at the 2000 North American International Auto Show. Under terms of the agreement between Chevrolet and Johnson Controls, the LEGO PlaySeat will be available exclusively in the Chevy Venture Warner Bros. Edition for 12 months on a worldwide basis and for an additional six months on a North America basis. Johnson Controls and The LEGO Company formed a partnership in 1999 to create family friendly interior solutions for the automotive industry and will supply the Chevy Venture minivans with the LEGO PlaySeat. "Adding the LEGO PlaySeat to the audio/video entertainment features already present in our Warner Bros. Edition makes this minivan the ultimate family road trip machine," said Dan Keller, brand manager for the Chevy Venture. "With the LEGO PlaySeat as a standard feature on this model, our littlest travelers can have even more fun on the ride which makes for a more enjoyable driving experience for the entire family." Adding to the versatility of the Chevy Venture, the LEGO PlaySeat includes a large LEGO play surface with two tray tables that extend for extra writing/art/play or eating area. Designed for hassle free clean-up, the PlaySeat simply folds up and with its internal storage compartment, provides kids with a "built-in" toy box. When not in use, the PlaySeat becomes a fully functional passenger seat. "The LEGO PlaySeat activity center adds a whole new dimension to family travel," said Nadine Corrigan, director of LEGO Lifestyle -- the LEGO Company's licensing division. "The LEGO PlaySeat is designed to bring safe, unlimited, creative play to youngsters and provide an enjoyable driving experience for the entire family." Chevy Venture introduced an integrated child passenger safety seat as standard equipment in all 1999 LS, LT and Warner Bros. Edition models. The integrated child safety seat is located in the second row on the passenger side. The LEGO PlaySeat is located in the second row center seatback and can be deployed once the seatback is folded down and locked flat on the seat surface. Therefore, the LEGO PlaySeat is perfectly positioned to allow access by a child in the integrated child safety seat, according to Keller. Keller added most of the team members who worked on the project have a special interest in adding more child-friendly features in the Venture. "As parents, we can personally realize the benefits of having built-in entertainment and educational elements for our kids to enjoy while riding in the minivan. And I can tell you, happy kids in the back allow parents to focus on driving which makes for a safer adventure," said Keller. Chevy and Warner Bros. joined forces in August to combine family travel and family entertainment with the premier of the Chevy Venture Warner Bros. Edition minivan. Consumers also will receive the benefits of VentureTainment! -- a unique post-purchase relationship building program that provides owners of the Warner Bros. minivan ongoing ownership benefits for three years after vehicle delivery. "We believe our agreement with both companies is a mutually beneficial one. Warner Bros. is one of the leaders in family entertainment and LEGO has been a leader in the children's toy industry for nearly eight decades. It is no coincidence that Chevy Venture has chosen to align with the leaders in this arena," Keller continued. The Chevy Venture Warner Bros. Edition minivans with the standard LEGO PlaySeat should arrive in dealerships this spring. "The LEGO PlaySeat is the first of many family friendly interior products from the LEGO Company and Johnson Controls partnership," said Michael Suman, Johnson Controls group vice president, advanced sales, marketing and business development -- worldwide. "Chevy showed great commitment to the family and the driving experience and we're glad that the LEGO PlaySeat is part of that enjoyment." Adding the LEGO PlaySeat to the Chevy Venture Warner Bros. Edition truly makes it the ultimate minivan for family road trips and just getting around town. With Chevy Venture's reputation for fun and safe family transportation and LEGO's reputation for fun and educational toys, the LEGO PlaySeat is a win-win for both companies.