Lego and Pokémon launch interactive smart bricks for battling
The Guardian reports that Lego has launched Pokémon-themed sets featuring motion-sensitive “smart” bricks that produce sound effects and flashing lights during interactive battles. The collaboration unites the world’s largest toy company with the world’s largest media franchise, as Pokémon marks its 30th anniversary. Lego’s chief marketing and product officer, Julia Goldin, described an 80 percent crossover between the two fan bases, noting that both appeal to collectors and all age groups. Enthusiasts surveyed said they wanted to feel like real Pokémon trainers or have the creatures in the real world. The sets respond to children’s actions and are not preprogrammed, according to Goldin. Earlier this year, traditional Pokémon Lego sets caused both companies’ websites to briefly crash, and a set featuring Venusaur, Charizard and Blastoise carries a price of nearly £600. The new smart play sets go on sale in August, with pre-orders available now; the cheapest starter pack costs £60.
What’s reported
The smart bricks are motion-sensitive and produce sound effects and flashing lights when paired with different sets.
Goldin stated there is an 80 percent crossover between Lego and Pokémon fandoms.
Enthusiasts said they wanted Pokémon to feel real or to feel like a trainer.
Earlier traditional Pokémon Lego sets caused websites for both companies to crash.
A set including Venusaur, Charizard, and Blastoise costs nearly £600.
New sets go on sale in August; pre-orders are open now.
The cheapest starter pack is £60; other sets with a smart brick cost £13.
Frédérique Tutt, a toy industry analyst at Circana, stated that smart bricks bring “play back into toys.”
Volume can be adjusted through a companion app.
Some play experts have criticized the technology for potentially undermining children’s imagination.
Key figures
Julia Goldin, chief marketing and product officer at Lego
Frédérique Tutt, global toy industry analyst at Circana
Sources: The Guardian
