LEGO teams with Nintendo for interactive Super Mario sets

The LEGO Group has teamed with Nintendo for a line of interactive LEGO Super Mario sets.

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.

“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.”

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

“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.”

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