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BRAND NEWS: Toshiba lights up Times Square

Toshiba and TDK Corporation have joined forces to add a festive touch to New York’s Times Square.

Famous for its neon signs, Times Square now has a 40-metre high electronic Christmas tree adorning the One Times Square building.

Companies will be allowed to promote their brands on the Toshiba LED boards, which feature the large digital tree standing 120 metres above the streets of New York. The Christmas tree is on display until January 15 2012 and will run at intervals of about 15 minutes.

Toshibas LED display boards have been used in Times Square since 2007 for the New Year’s Eve countdown – December 31 is the only day that the Christmas tree will not be shown.