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LEGO expands its Nintendo partnership to bring Luigi into the LEGO Super Mario universe

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Super Mario’s often-forgotten brother, Luigi, is stepping out of the shadows and into the LEGO Super Mario universe as the toymaker extends its partnership with Nintendo to unveil the LEGO Super Mario Adventures with Luigi Starter Course.

Featuring an interactive LEGO Luigi figure, this is the latest extension of the popular LEGO Super Mario product line that tipped best-seller lists last year. Based on a traditional LEGO brick product, the LEGO Super Mario play experience allows kids to freely build Super Mario courses and bring their Mario and Luigi figures to life.

LEGO Luigi will boast the character’s recognisable personality, unique voice, and in one LEGO plate taller than LEGO Mario, staying true to Luigi’s look and traits.

Similar to the Adventures with Mario Starter Course, this new set is an additional entry point to the world of LEGO Super Mario and is compatible with the Mario Starter Course, all Expansion Sets, collectible Character Packs and Power-Up Packs. Built with the same technology as his brother, LEGO Luigi comes with a colour sensor, LCD screen to display many different reactions to movement, and a speaker that plays iconic sounds and music from the Super Mario video game series.

When moving LEGO Luigi from the Start Pipe to the Goal Pole, players can earn digital coins in real-life level-play by helping LEGO Luigi complete a spinning seesaw challenge, interacting with the new Pink Yoshi and defeating Boom Boom and a Bone Goomba.

The 71387 Adventures with Luigi Starter Course includes brown-colored bricks signifying the Tower biome that will trigger a new sound from LEGO Luigi and a ? Block designed to offer exciting extra rewards. The LEGO Super Mario product line offers a unique play experience in which players will get instant feedback for creative ways to build and play.

“We are very pleased to add Mario’s twin brother, Luigi, to the LEGO Super Mario family with the new LEGO Super Mario Adventures with Luigi Starter Course,” said Takashi Tezuka, executive officer and game producer of Nintendo Co., Ltd.

“Please welcome him as a companion on your adventures in the world of LEGO Super Mario. The addition of Luigi and Mario together creates new kinds of fun play. I look forward to see what exciting journeys kids will take with these two characters.”

Julia Goldin, chief product and marketing officer, the LEGO Group, added: “LEGO play lets children unleash their imaginations, and we’re so excited Luigi has arrived to help them create even more LEGO Super Mario adventures.

“Everybody loves Luigi! With his unique personality, green cap and distinctive moustache, he has been highly requested by fans all over the world, and we are thrilled to welcome him to this interactive playset that is really changing the way people engage with Super Mario and LEGO play.”

The 280-piece Adventures with Luigi Starter Course can be built, rebuilt and combined with all other LEGO Super Mario sets in many fun ways to create new LEGO Super Mario worlds. The free LEGO Super Mario app, developed by the LEGO Group, is compatible with all LEGO Super Mario products and keeps track of scores to encourage continuous rebuilding.

LEGO expands its Nintendo partnership to bring Luigi into the LEGO Super Mario universe

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Super Mario’s often-forgotten brother, Luigi, is stepping out of the shadows and into the LEGO Super Mario universe as the toymaker extends its partnership with Nintendo to unveil the LEGO Super Mario Adventures with Luigi Starter Course.

Featuring an interactive LEGO Luigi figure, this is the latest extension of the popular LEGO Super Mario product line that tipped best-seller lists last year. Based on a traditional LEGO brick product, the LEGO Super Mario play experience allows kids to freely build Super Mario courses and bring their Mario and Luigi figures to life.

LEGO Luigi will boast the character’s recognisable personality, unique voice, and in one LEGO plate taller than LEGO Mario, staying true to Luigi’s look and traits.

Similar to the Adventures with Mario Starter Course, this new set is an additional entry point to the world of LEGO Super Mario and is compatible with the Mario Starter Course, all Expansion Sets, collectible Character Packs and Power-Up Packs. Built with the same technology as his brother, LEGO Luigi comes with a colour sensor, LCD screen to display many different reactions to movement, and a speaker that plays iconic sounds and music from the Super Mario video game series.

When moving LEGO Luigi from the Start Pipe to the Goal Pole, players can earn digital coins in real-life level-play by helping LEGO Luigi complete a spinning seesaw challenge, interacting with the new Pink Yoshi and defeating Boom Boom and a Bone Goomba.

The 71387 Adventures with Luigi Starter Course includes brown-colored bricks signifying the Tower biome that will trigger a new sound from LEGO Luigi and a ? Block designed to offer exciting extra rewards. The LEGO Super Mario product line offers a unique play experience in which players will get instant feedback for creative ways to build and play.

“We are very pleased to add Mario’s twin brother, Luigi, to the LEGO Super Mario family with the new LEGO Super Mario Adventures with Luigi Starter Course,” said Takashi Tezuka, executive officer and game producer of Nintendo Co., Ltd.

“Please welcome him as a companion on your adventures in the world of LEGO Super Mario. The addition of Luigi and Mario together creates new kinds of fun play. I look forward to see what exciting journeys kids will take with these two characters.”

Julia Goldin, chief product and marketing officer, the LEGO Group, added: “LEGO play lets children unleash their imaginations, and we’re so excited Luigi has arrived to help them create even more LEGO Super Mario adventures.

“Everybody loves Luigi! With his unique personality, green cap and distinctive moustache, he has been highly requested by fans all over the world, and we are thrilled to welcome him to this interactive playset that is really changing the way people engage with Super Mario and LEGO play.”

The 280-piece Adventures with Luigi Starter Course can be built, rebuilt and combined with all other LEGO Super Mario sets in many fun ways to create new LEGO Super Mario worlds. The free LEGO Super Mario app, developed by the LEGO Group, is compatible with all LEGO Super Mario products and keeps track of scores to encourage continuous rebuilding.

LEGO sees strong growth in 2020 led by innovative partnerships with cross-audience appeal

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A portfolio of strong licences and a cross-generational appeal to kid and adult audiences through the blend of physical-digital play has helped The LEGO Group to a strong year of growth over 2020, as the Danish toy maker reports a 21 per cent growth in consumer sales compared to the year prior.

LEGO Star Wars and LEGO Super Mario have been named among some of the company’s best-selling licensed ranges throughout the past year, as the group’s tie-up with the Nintendo property and its innovative lean into the mix of physical and digital play, become one of its best-selling themed sets.

LEGO Friends has also been credited with helping the group to a successful year of growth that saw revenue at the firm increase 13 per cent to DKK 43.7 billion, despite the challenges posed by the pandemic.

LEGO’s CEO has attributed the success to the ‘passion, creativity, and resilience’ of its team who has “worked tirelessly to keep the world playing” over the course of the challenging year.

As a result, LEGO has seen operating profit hit DKK 12.9 billion, an increase of 19 per cent compared to the year prior, while the brand’s global market share grew both across the world and in its largest 12 markets.

Consumer sales in all market groups grew double digits, with especially strong growth in China, the Americas, Western Europe and Asia Pacific.

Growth in operating profit was driven by strong sales and offset by strategic investments and increased distribution costs associated with shipping products globally following the temporary, enforced closure of manufacturing sites in Mexico and China. Net profit grew 19 percent to DKK 9.9 billion, while free cash flow was strong at DKK 11.5 billion.

CEO Niels B Christiansen said: “For the past two years we’ve made large-scale investments in initiatives designed to support long-term growth. In 2020, we began to see the benefits of these, especially in e-commerce and product innovation.

“We know children and adults love the LEGO brick and that will always be the heart of our business. But today’s children are growing up in a digital world and they effortlessly blend online and physical play.

“We are excited to offer them safe, exciting play experiences that are fun and offer new ways to learn and be creative.”

The LEGO Group also continued to invest in its brand through its global brand campaign Rebuild the World and in 2020 was named the world’s most loved brand.

On top of this, the company’s omnichannel retail system has supported growth in its partners’ and its own channels as physical stores were forced to temporarily close to prevent the spread of COVID-19.

The number of visits to LEGO.com doubled compared with the prior year, while the company continued its global store expansion programme. During 2020, it opened 134 new retail stores, including 91 stores in China, bringing the total number of LEGO branded stores globally at the end of 2020 to 678.

The company plans to open a further 120 stores in 2021, 80 of those in China.

“People are looking for unique and memorable physical brand experiences, so we will continue to invest to expand our global retail footprint, as well as elevate our instore shopping experiences,” continued Christiansen.

“This approach strengthens our brand, creating a positive impact across all channels. We will also further build our e-commerce capabilities to support online shopping on our own and our partners’ platforms.”

The LEGO Group concluded its financial report with an update on its initiative to positively impact on the future of play. Last year, the firm detailed that up to $400 million will be invested over three years in sustainability initiatives, focusing on learning through play, reducing its environmental impact, and ensuring inclusive workplaces.

The company has begun trials of paper bags to replace single-use plastic packaging in its products and announced a commitment to reducing its absolute carbon emissions by 37 per cent by 2032.

During the year, it also partnered with a range of organisations to support its efforts and will work with UN Women to empower women in all of its workplaces, as well as the Ellen MacArthur Foundation to explore circular business models.

Christiansen concluded: “The challenges facing this generation of children are urgent and complex and must be addressed through a collective effort by companies, governments and experts.

“We look forward to joining forces with children, parents, colleagues and partners to help shape a bright future for generations to come.”

LEGO Super Mario and Warner Bros. among NPD’s Global and European Toy Industry Performance Awards winners

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The LEGO Group, Spin Master, Mattel, and Warner Bros have been named among the winners of the NPD Group’s 2020 Global and European Toy Industry Performance Awards.

The Danish toy maker took home the NPD’s Global Top Toy Manufacturer of the Year award, while its officially licensed LEGO Super Mario Bros. range scooped up the Top Gaining Toy Property in Building and Construction accolade.

Meanwhile, global toy maker, Mattel took home a number of wins, including Global Top Toy Property of the Year for its Barbie brand, and the award for Global Top Selling Toy of the Year for its Hot Wheels SIngles 1/64 Assortment.

An awards programme developed by the NPD Group, the Global and European Toy Industry Performance Awards celebrate the manufacturers and license owners of the top gaining toy properties by category, as well as the top gaining toy property of year, top global toy manufacturer, and global top selling toy across the markets, according to its Retail Tracking Service.

Warner Bros.’ Harry Potter Franchise received The NPD Group’s Toy Industry Award for Top Gaining Toy Property of 2020 in the Games & Puzzles category, while Nintendo took home the award for Europe’s Top Gaining Toy Property of the Year for its Super Mario Brothers and Mario Kart properties.

“This year’s award winners should be recognised not only for their great accomplishments and dedication to excellence, but also for excelling during a particularly tumultuous time for manufacturers and retailers brought about by the Covid-19 pandemic,” said François Klipfel, president, Toys, The NPD Group.

“Congratulations to all award winners. We wish you continued success in 2021.”

“We are thrilled to receive this award from The NPD Group and have them recognize the strength of the Harry Potter franchise,” said Julian Moon, SVP, EMEA Warner Bros. Consumer Products.

“During these challenging times, it has been uplifting to see children and families come together to play games and puzzles while experiencing the magic of Harry Potter.”

The winners of Europe’s Top Gaining Toy Property according to NPD’s Retail Tracking Service are as follows:

Action Figures and Accessories – Bakugan – Spin Master
Arts & Crafts – LEGO Dots – The LEGO Group
Building Sets – LEGO Super Mario Bros – The LEGO Group
Dolls – Barbie – Mattel
Games & Puzzles – Harry Potter – Warner Brothers
Infant/Toddler/Preschool Toys – PAW Patrol – Spin Master
Youth Electronics – Hatchimals – Spin Master
Outdoor & Sports Toys – Nerf Fortnite – Hasbro
Plush – Star Wars – Disney
Vehicles – Hot Wheels – Mattel
Explorative & Other Toys – Playmobil Scooby Doo – Playmobil

The NPD Group has also presented the Ninth Annual Toy Industry Performance Awards for The Americas – Mexico, the US, Canada and Brazil.

Among the winners in this market, it was MGA Entertainment’s LOL Surprise that was handed the award for US Top Toy Property of the Year, while the US Top Selling Toy of the Year award was given to Mattel’s Barbie Dreamhouse.

The winners of the US Top Selling Toy by Supercategory awards, are:

Action Figures & Accessories – Beyblade Hypersphere Starter Pack Assortment – Hasbro
Arts & Crafts – Kinetic Sand Sandisfying Set – Spin Master
Building Sets – Super Mario Brothers Adventures Starter Course – The LEGO Group
Dolls – Barbie Dreamhouse – Mattel
Explorative & Other Toys – 5 Surprise Mini Brands Mystery Pack – Zuru
Games/Puzzles – UNO Card Game Assortment – Mattel
Infant/Toddler/Pre-school Toys – Laugh & Learn Smart Stages Puppy & Sis Assortment – Mattel
Outdoor & Sports Toys – Bunch O Balloons 3-Pack – Zuru
Plush – Star Wars The Mandalorian The Child Vinyl Head Plush 11″ – Mattel
Vehicles – Hot Wheels Singles 1:64 Assortment – Mattel
Youth Electronics – Kidizoom Smartwatch – VTech

LEGO reveals new LEGO Super Mario building sets and collectable character packs

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The LEGO Group has expanded its 2020 LEGO Super Mario line with the launch of a new line of sets and characters, including the Master Your Adventure Set, the Chain Chomp Jungle Encounter Expansion Set, The Pirhana Plant Puzzling Challenge Expansion Set, and more.

Leading the newest line up, the Master Your Adventure Maker Set delivers a creative toolbox that enables kids to customise LEGO Super Mario building, play and ways to earn coins. Users can change how LEGO Mario reacts to three Special Bricks, offering a variety in play and a new element of surprise.

The Maker Set also introduces a new special Start Pipe that will shuffle the known rules of the level play, in that players are challenged to reach the Goal Pole in less time, yet with increased rewards up for grabs. The Maker Set comes with 366 pieces, all selected to ensure that children can unleash their creativity and customise their own levels for themselves or other players.

Further sets that have been introduced today are the Chain Chomp Jungle Encounter Expansion Set, the Piranha Plant Puzzling Challenge Expansion Set, the Wiggler’s Poison Swamp Expansion Set, Penguin Mario Power-Up Pack and the Tanooki Mario Power-Up Pack.

As well as this, Series Two of the LEGO Super Mario Character Packs has also landed, all featuring an action tag that LEGO Mario can read for fans to easily integrate into the level play. Series Two features ten new collectable, buildable characters.

Kept a surprise until opened, fans could be getting a Huckit Crab, Spiny Cheep Cheep, Ninji, Foo, Parachute Goomba, Fly Guy, Poison Mushroom, Para-Beetle, Thwimp or a Bone Goomba.

The new sets and characters will give fans the chance to have LEGO Mario slide on his belly as Penguin Mario or spin round as Tanooki Mario. The sets will also introduce much-loved enemies including the Piranha-Plants, Larry, a Goomba, Wiggler, and Koopa Paratroopa, to the play, all of whom can be defeated or played with for coin rewards.

LEGO Super Mario jumped into existence earlier this year through a unique partnership between The LEGO Group and Nintendo. The adventures were kick-started with an entry-point set: LEGO Super Mario Starter Course, which includes an interactive LEGO Mario figure that collects coins in interactive level play created with LEGO bricks.

Each Expansion Set and Collectable Character is designed to be used with the entry point set, featuring seven action bricks for different interactions with the LEGO Mario figure, which has LCD screens in its eyes, mouth and belly to display instant reactions to movement, colour and action bricks.

All sets and characters are compatible, allowing fans to combine sets and characters announced today with the Starter Course and all other LEGO Super Mario products revealed in June this year. Each set also comes with its own series of distinctive challenges and characters, and have been designed to work alongside the free LEGO Super Mario app.

The app hosts 3D Building Instructions for the sets, keeps track of scores and provides inspiration for builds and ways of playing to encourage continuous rebuilding and extended playtime.

Simon Kent, design creator and creative lead for LEGO Super Mario, The LEGO Group, said: “It wouldn’t be Super Mario if we weren’t constantly creating new worlds and adventures for everyone’s favourite Plumber.

“The LEGO Super Mario sets we released earlier this year have been extremely well-received by fans and we’re really excited to build on those with even more characters and experiences today.

“We really want to empower users to be as creative as possible with LEGO Super Mario – and today’s expansion sets and new collectible characters have been launched to broaden the horizons of the LEGO Super Mario universe, letting players be as imaginative as possible in the way they have Mario interact with his friends – as well as defeating his enemies.”

Argos launches LEGO Super Brick delivery van as online shopping reaches new heights

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Argos has teamed up with Diversity’s Jordan Banjo and Perri Kiely to unveil the first LEGO Super Brick delivery van, a new decorated van created to deliver the LEGO Super Mario range and celebrate the latest stats from the retailer that see more customers turn to online shopping than before.

New research from Argos has found that that almost half (49 per cent) of Brits are now doing the majority of their non-grocery shopping online, a trend that has seen Argos home deliveries increase by a huge 184 per cent in the past year.

According to the report, since the start of 2020, over half (53 per cent) of those surveyed ‘admit to getting overly excited on delivery day when they hear a knock at the door, looking forward to their delivery more than video calls with friends and family (16 per cent) and clocking off work for the day (11 per cent).’

It also found that 82 per cent of Brits now prefer internet shopping, due to its ease and the ability to track spending more closely and 68 per cent of Brits now constantly track the arrival of their new purchase on their smart phone or tablet, with more than one in ten (11 per cent) such regulars that they even know their delivery driver by name.

Following the results, Argos has now created the LEGO Super Brick delivery van, and has teamed with Diversity’s Perri Kiely and Jordan Banjo to launch the new service. On top of this, Argos is giving customers across the UK the chance to win the full range of LEGO Super Mario toys worth over £300, delivered in the unique Super Brick delivery van.

Speaking of the launch, Perri and Jordan commented: “We’re thrilled to have had a hand in bringing this incredible Super Brick van to life – it’s exactly the type of thing that used to live in our imaginations when we’d play with LEGO growing up. Even as adults, we’re still massive fans of LEGO, and we can’t wait for children to be just as amazed as we were when this turns up on their doorstep.”

Juliet Ward, head of toy buying at Argos, added: “With so much time spent inside over the past few months, we are really excited to be able to bring people an extra bit of joy along with their new products. Our customers have been huge fans of both LEGO and Super Mario for years, and we know they have loved getting hands on with this new range.

“As our study has shown, people are choosing online shopping as their preferred experience more than ever before and toys have once again made into the top three most popular categories purchased online.

There are so many benefits of online shopping and home delivery, and we pride ourselves in giving customers an experience, from selecting the product to delivering it at their door. But it’s interesting to see how in this digital age, it’s the doorbell ringing and getting that delivery which really excites the nation.”

LEGO and Nintendo unveil the LEGO NES building kit

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It’s official, LEGO and Nintendo have responded to the question we never knew we needed answering, with the official unveiling of the LEGO Nintendo Entertainment System building kit for adults; letting us all relive the nostalgia of yesteryear in brick form.

The new kit is the latest product of the ongoing LEGO Group and Nintendo partnership, offering fans a brick-built NES model that comes with realistic details, including the accompanying 1980s style LEGO television set to encourage (like they need much of it) nostalgic gamers and LEGO fans to recreate their Super Mario Bros childhood moments.

Fans can build a mechanically functional version of the console, while each kit will include a controller with a connecting cable and plug, as well as an opening slot for the Game Pak with a locking feature. The console also comes with a buildable retro TV, featuring a flat 8-bit Mario figure on the scrolling screen.

You can even scan an included action brick with LEGO Mario from the LEGO Super Mario Starter Course, so he reacts to on-screen enemies, obstacles and power-ups just as he would have in the iconic Super Mario Bros. game.

“Super Mario has been a cherished figure in the gaming world for over thirty years now,” said Maarten Simons, creative lead on LEGO Nintendo Entertainment System, the LEGO Group. “Many adults still fondly remember that first time they saw Mario leap across the small screen, even if the graphics were a lot simpler than they are today.

“With the LEGO Nintendo Entertainment System, we’re letting them truly indulge in that nostalgia, recreating one of the most-loved consoles of all time so they can see the Super Mario from their childhoods once again – and even to share the experience of gaming in the 1980s with their own children.”

The LEGO Group and Nintendo announced their partnership earlier this year, bringing a fun-packed LEGO Super Mario universe to life through a Super Mario Starter Course set that exclusively features a LEGO Mario figure who displays a wide variety of instant reactions to movement, colour and various action bricks.

This entry point set was followed up on in May with a series of Power-Up Packs and in June with the announcement of a range of Expansion Sets and collectible Character Packs. All have been designed to build out the world of LEGO Super Mario, letting players unleash their creativity by building exactly the levels and challenges they want to see LEGO Mario and friends compete in.

The NES building set is part of a range of inspirational LEGO models designed for discerning hobbyists, as they look for their next immersive challenge. The LEGO NES will be available exclusively from LEGO Retail Stores and LEGO.com from August 1st 2020. From 2021 it will be available also at other leading retailers around the world.

It will be priced at £209.99, so start collecting those gold coins.

LEGO gives closer look at LEGO Super Mario launch as pre-order opens on first sets

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A few very eventful weeks after the grand unveiling of the latest collaboration, LEGO’s Super Mario licensed range is now available to pre-order, kicking off with the Adventures with Mario Starter Course.

The new LEGO Super Mario product line features an interactive LEGO Mario figure that collects coins in real-life game levels created with LEGO bricks. Neither a video game nor a traditional LEGO brick-based set, it promises to “change the way people interact with Super Mario in the physical world and engage in LEGO experiences.”

Unveiled by LEGO Design Lead Jonathan Bennink, fans will be able to explore the LEGO Super Mario universe with the Adventures with Mario Starter Course. This entry point set to the world of LEGO Super Mario is needed to unlock expansion sets and features seven action bricks for different interactions with the LEGO Mario figure that are only included in this set.

The LEGO Mario figure itself has LCD screens in his eyes, mouth and belly to display a wide variety of instant reactions to movement, colour and action bricks. Also included is a speaker that plays iconic sounds and music from the video game series.

“Super Mario has continued to appear, always in a form adapted to the current hardware of the time.” said Takashi Tezuka, executive officer and game producer of Nintendo. “I am thankful that in this project with the LEGO Group, Mario is jumping out of the digital world of game consoles and smart devices, and we are able to bring him into the world with a new, physical type of Mario play.

“It’s very exciting to think of LEGO Mario becoming a real friend to children and to picture them playing in their very own Mario world that they imagined themselves.”

Kids aged six and upwards can build levels and play their own way, with challenges having lots of creative fun in an interactive experience. LEGO Mario is used to collect virtual coins as he runs and jumps from the Start Pipe to the Goal Pole via LEGO bricks, cloud platform, and clashes with the Goomba figure and Bowser Jr. figure.

The Starter Course can be combined with LEGO Super Mario Expansion Sets, which each unlock unique challenges and characters to play with and against friends.

The first Expansion Sets, also revealed today, include the Piranha Plant Power Slide Expansion Set and the Bowser’s Castle Boss Battle Expansion Set. The products all include modular builds, meaning that fans are in charge of creating exactly the LEGO level course they want to see Mario come to life in.

The launch also comes with a free LEGO Super Mario app by the LEGO Group, a supporting feature to further enhance the physical play experience. It keeps track of scores to encourage continuous rebuilding, as well as it provides digital building instructions with zoom and rotate viewing tools to make building easier, suggests other creative ways to build and play, and is a safe forum to share ideas with friends.

“We were thrilled to see the global reaction to news of LEGO Super Mario,” said Jonathan Bennink, digital design lead on LEGO Super Mario, the LEGO Group. “Fans have been keen to learn more, so I am pleased that today we were able to reveal more details about this exciting new collaboration that has led to a re-imagination of the LEGO building experience and an entirely new way to play inspired by the beloved video game icon, Super Mario. We can’t wait to see fans get creative and challenge each other with this highly engaging and social play experience.”

The full LEGO Super Mario assortment will launch Aug. 1st 2020, but fans can now pre-order the LEGO Super Mario Adventures with Mario Starter Course from today.

The recommended retail price for the Starter Course is £49.99, while the recommended retail price for the two expansion sets will be £24.99 for the Piranha Plant Power Slide Expansion Set and £89.99 for the Bowser’s Castle Boss Battle Expansion Set.