BILLUND, Denmark--(BUSINESS WIRE)--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 (https://youtu.be/Fq3hw4imZ3g).

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.

www.LEGO.com/supermario

ENDS

About the LEGO Group:

The LEGO Group’s mission is to inspire and develop the builders of tomorrow through the power of play. The LEGO System in Play, with its foundation in LEGO® bricks, allows children and fans to build and rebuild anything they can imagine.

The LEGO Group was founded in Billund, Denmark in 1932 by Ole Kirk Kristiansen, its name derived from the two Danish words LEg GOdt, which mean “Play Well”. Today, the LEGO Group remains a family-owned company headquartered in Billund. However, its products are now sold in more than 140 countries worldwide. For more information: www.LEGO.com.

About Nintendo:

The worldwide pioneer in the creation of interactive entertainment, Nintendo Co., Ltd., of Kyoto, Japan, manufactures and markets hardware and software for its Nintendo Switch™ system and the Nintendo 3DS™ family of portable systems. Since 1983, when it launched the Nintendo Entertainment System™, Nintendo has sold more than 4.7 billion video games and more than 750 million hardware units globally, including Nintendo Switch and the Nintendo 3DS family of systems, as well as the Game Boy™, Game Boy Advance, Nintendo DS™ family of systems, Super NES™, Nintendo 64™, Nintendo GameCube™, Wii™ and Wii U™ systems. It has also created industry icons that have become well-known, household names, such as Mario, Donkey Kong, Metroid, Zelda and Pokémon. A wholly owned subsidiary, Nintendo of America Inc., based in Redmond, Wash., serves as headquarters for Nintendo’s operations in the Americas. For more information about Nintendo, please visit the company’s website at https://www.nintendo.com/.

Contacts

For more information, please contact: Denise Lauritsen, media@LEGO.com
For Nintendo media inquiries: Rich George, rgeorge@golin.com
Golin, 213-335-5554