Abu Dhabi, UAEWednesday 8 April 2020

Mario leaps into the physical world as an interactive Lego toy

The Lego Group and Nintendo have partnered to create a play experience that brings the video game character to life

The Lego Group announced a partnership with Nintendo that will change the way people interact with Super Mario
The Lego Group announced a partnership with Nintendo that will change the way people interact with Super Mario

Mario, the beloved fictional plumber in Nintendo’s video game series Super Mario, is all set to take on a new avatar.

Thanks to a partnership between Nintendo and The Lego Group, the character is being reimagined as part of the Lego building experience, creating an entirely new way to play the game.

The companies shared a video demonstrating the new play experience on Thursday.

As can be seen in the video, the collaboration has led to a game that is neither digital nor Lego brick-based. Instead, the new product features an interactive Lego Mario figure that can collect coins within 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.

“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."

Lego Super Mario is scheduled to launch later in the year, although a specific date is yet to be announced.

“I have always liked Lego products and how they help children use their imagination to play,” adds Takashi Tezuka, executive officer and game producer of Nintendo.

“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.”

Updated: March 13, 2020 05:12 PM

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