Lego ties up with Pokémon to launch interactive ‘smart bricks’
Many Pokémon fans secretly fantasise about being a trainer – the person who catches, raises, and battles these fictional miniature monsters that make up what is now the world’s biggest media franchise.
That dream has moved a step closer as hi-tech Lego bricks bring Pikachu to life for the first time. And that can only mean one thing – epic battles.
The sets are the latest to feature the Danish toy company’s motionsensitive “smart” bricks that produce sound effects and flashing lights when paired with different sets.
The tie-up unites two blockbuster brands: the Pokémon franchise is 30 this year but is still going strong and is the biggest-selling name in UK toy stores. Julia Goldin, Lego’s chief marketing and product officer, said there was an “80% crossover” between the two fandoms. They both appealed to collectors and had followers of all ages, she said.
With no shortage of Pokémon action figures, soft toys and trading cards already on sale, Goldin said the question was: “What can we do for fans that has not been done before?”
Enthusiasts were asked what they wanted most and the answers were either “I just wish they were here in the real world” or “I just want to feel like the trainer”.
The interactive bricks were helping to realise that dream as the Lego Pokémon could “respond to children’s actions”, Goldin said. “You are building it with your hands and able to interact with it in multiple different ways that are not preprogrammed.”
When Lego launched a small number of traditional Pokémon sets earlier this year the websites of both companies briefly crashed. A set featuring three creatures – Venusaur, Charizard and Blastoise – is one of the most sought-after, despite a hefty price tag of nearly £600.
The Pokémon “smart play” sets will go on sale in August. The cheapest starter pack costs £60 but others (which can be paired with a smart brick you already own) start at £13.