Nintendo and the Lego Group have partnered to create a new product line of interactive Lego sets inspired by Super Mario.
Jointly developed by the companies, Lego Super Mario sees players using an interactive Mario figure to collect coins and defeat enemies in real-life game ‘levels’ constructed with Lego bricks.
First teased earlier this week and due to launch later in 2020, Lego Super Mario is shown off in a promotional video, which you can view below.
Julia Goldin, chief marketing officer and EVP of the Lego Group said the Lego Super Mario incorporates “the latest digital technology” to deliver “a highly social, interactive and collaborative experience” for children.
Nintendo executive officer and game producer Takashi Tezuka said: “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 president Shuntaro Furukawa recently said the company’s efforts to broaden its audience by leveraging its IP outside of video games is bearing fruit.
Company director Shigeru Miyamoto also touched on this topic in a recent Famitsu interview, saying: “We want to expand our video game characters to a variety of settings – not just in games, all while keeping their value.
“In other words, we’ll be collaborating with various other companies. If we’re able to accomplish that, we can create more opportunities for people to make contact with our characters on a much larger scale than usual.”