The Lego Group has partnered with Japanese games company Nintendo to launch an interactive Super Mario product, Lego Super Mario, later this year.
Lego Super Mario is a fully immersive experience that’s neither a video game nor a traditional Lego brick set. Designers from both companies have joined forces to bring the world of Super Mario to life using Lego bricks, allowing players to play Super Mario in a world of their own making.
It features an interactive Lego Mario figure, who collects coins in real-life setups created with Lego bricks. New levels and challenges can be discovered in the physical Lego world, which users can add on throughout their play experience.
The launch was promoted with a video campaign, which shows the interactive Lego Mario figure in action, collecting coins in a real-life Lego brick set.
The Lego Group Executive Vice President Chief Marketing Officer Julia Goldin said that the collaboration is an excellent way to blend traditional toys with interactive technology; allowing fans to see the beloved gaming icon in a new light.
She said, “We are very excited to bring Mario into the physical world through interactive and social Lego 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,” Goldin added.
“I have always liked Lego products and how they help children use their imagination to play,” commented Nintendo Co. Executive Officer and Game Producer Takashi Tezuka. “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.”
