The LEGO Group and Nintendo have teamed up to create a new physical play experience, bringing Super Mario to life in LEGO bricks. LEGO Super Mario will launch later in 2020.
The companies have reimagined the LEGO building experience, creating a totally new way to play, inspired by video game icon Super Mario.
LEGO Super Mario is a new product line that features an interactive LEGO Mario figure who collects coins in real-life game levels, created with LEGO bricks.
“We are very excited to bring Mario into the physical world through interactive and social LEGO play,” said Julia Goldin, chief marketing officer, EVP of the LEGO Group.
LEGO and Nintendo create a new way to play
“With this experience we will help millions of kids with love for Mario to engage and play in a completely new way, where they are in control of creating and playing games with their favourite character.
“By seamlessly incorporating the latest digital technology, LEGO Super Mario is a highly social, interactive and collaborative experience for kids.”
Nintendo recently shared plans to take its intellectual property to “a variety of settings” beyond video games.
“I have always liked LEGO products and how they help children use their imagination to play,” said Takashi Tezuka, executive officer of Nintendo.
Interactive LEGO Mario figure collects coins
“The new product we created together with the LEGO Group seeks to combine two different styles of play – one where you freely build the world of Mario and the other where you play with Mario in the very world that you have created.”
Nintendo is currently working on Super Nintendo World attractions at Universal theme parks. Universal Studios Japan will be the first to welcome the expansion.
LEGO Super Mario will launch later in 2020, and more information will be made available in the future.