Because for this Danish company with the irresistible toys, only the best will do.
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Ulster's Rory Best will captain the team in the Tests at the end of May.
I'll try to show the best of America when only the best will do.
Now, with the best will in a two-state world, that job would be far harder.
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Even with the best will in the world, Mr Kabbah's task, always difficult, is nigh impossible now.
Even so, with the best will in the Balkan world, Mr Papandreou will find Kosovo hard to handle.
One of the great things about sports is that the debates over who's the best will rage on forever.
If McWhirter does miss out, Neil Best will come into the starting line-up with Rowan Frost drafted into the replacements.
Only the best will be good enough for the Blues manager, whose side lost 1-0 to Charlton Athletic in 2005.
The nation that educates its children the best will be the nation that leads the global economy in the 21st century.
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There will be no doubt that media professionals, prosumers and the wealthy who just want the best will swarm onto this.
Chances are that the best of the best will continue to sell well at auction while the mediocre will fall flat.
With the best will in the world, it will be hard for any of the Windsors to come near to matching her.
First, being perceived as best will also get you the best rewards.
The best will be featured in an upcoming issue of Forbes magazine.
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Which path is best will be determined by economics and social impact.
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As much as these folks can hope for the best, there is little reason to believe that the best will always be the result.
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Studying what federal monetary policy best will provide abundant and affordable money to working families, and business as well, is not a partisan exercise.
The best will be saved for last: Friday will bring January's employment data, the first official numbers on the American economy for the month.
And I think if you don't live the lives that most people live, with the best will in the world, you get out of touch.
It is unlikely the rituals for George Best will be repeated.
Risk, regulation and business growth will be a challenging combination for major banks, but the best will find ways to make them work together, even with tight budgets.
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Whichever company does this best will be supported by customers.
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They have to maintain their cardiovascular fitness and strength, and the best will hone parts of their bodies they believe need work sort of like a model who wants the taut tummy to compete in the lingerie catalog world.
Anyone seeking definitive advice on which method is best will, I fear, be disappointed by the chief inspector's conclusion that "there is no clear statistical link between the extent of setting in schools and the attainment of pupils".
With the best will in the world and the most energetic efforts to create codes, talk to stakeholders and support hospitals and schools, companies can still find themselves uncomfortably exposed, especially as what is expected of them can vary so much from country to country.
That kind of thinking has led to the botched computerisation in Britain's National Health Service, where billions of pounds and millions of precious hours are spent on a system that at best will be substandard and at worst dangerously leaky with patients' private medical data.
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