More LEGO Super Mario News

We’ve had some more information about the LEGO Super Mario theme that I mentioned yesterday, and it’s not what I was expecting. The press release is below.

The LEGO Group and Nintendo partner to take legendary brick-building to a new level

Designers from both companies join forces to create a new physical play experience that brings Super Mario to life in the world of LEGO® bricks, launching later this year.

The LEGO Group announced a partnership with Nintendo that will change the way people interact with Super Mario in the physical world and engage in LEGO® experiences.

Both companies share a passion for innovation and play and their collaboration has led to a reimagination of the LEGO building experience, enabling an entirely new way to play inspired by the beloved video game icon, Super Mario.

Neither a video game nor a traditional LEGO brick-based set, 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. The new line will let kids experience the playful world of Super Mario like never before. Super Mario will be brought to life in the physical LEGO world and new levels of challenge and styles of play will be part of the iconic LEGO experience enjoyed by generations.

The news was also shared in a video posted by the LEGO Group and Nintendo earlier today.

The video, which hints at what fans can expect when LEGO Super Mario launches later this year, shows a player using an interactive Mario figure to collect coins in a real-life game level that has been 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. By seamlessly incorporating the latest digital technology, LEGO Super Mario is a highly social, interactive and collaborative experience for kids.”

“I have always liked LEGO products and how they help children use their imagination to play”, said Takashi Tezuka, Executive Officer and Game Producer of Nintendo Co., Ltd. “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.”

LEGO® Super Mario™ will launch later this year, and more information will be made available in the future.

This is definitely not what I was expecting. To be honest, it’s not appealing at all. Why so massive? What’s the point? Are kids really going to do that over and over again? What was wrong with a standard set? I’m so, so disappointed. Here’s the video.

What I don’t understand is that they’ve paid a lot of money to get the rights for a product that is targeted perfectly at adults like me that have grown up with Nintendo and Super Mario. Then they’ve changed it to suit 7 to 12 year olds! Yes, before you say it, I know LEGO is a traditionally a kids toy, but c’mon – this is a massive missed opportunity.

Please, LEGO. Please release some standard sets and minifigures. Pretty please?

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