LEGO’s hinted at Super Mario range will be neither a traditional LEGO brick-based set nor a video game, as speculated – instead the toymaker is launching an all-new product category.
The line will introduce an interactive LEGO Mario figure who collects coins in real-life game levels created with LEGO bricks. Kids can build their own Mario levels, similar to those in the video games, before running Nintendo’s plumber through the gauntlet to score points.
Takashi Tezuka, Executive Officer and Game Producer of Nintendo, explains: “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.”
The Mario figure is blocky, but does not resemble LEGO’s signature minifigure in form or size. Dressed in red under shirt and blue dungarees with gold buttons, the Bluetooth-connected figure features screens for eyes and mouth to display emotions, as well as a scoreboard on his chest to tot up the number of coins and power ups collected.
“We are very excited to bring Mario into the physical world through interactive and social LEGO play,” adds Julia Goldin, Chief Marketing Officer, EVP of the LEGO Group.
“With this experience we will help millions of kids with a 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."