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Most of them Pokemon fans secretly fantasize about becoming a teacher and that dream is getting a little closer as Lego’s tech bricks bring Pikachu to life for the first time. And this can only mean one thing – big wars.
These sets are the latest from the Danish toy-sensitive company “smart” bricks which creates a sound effect and light effect when combined with different groups.
The merger brings together two blockbuster brands: the world’s largest gaming company and the world’s largest media company. The Pokémon Company and 30 this year but it’s still going strong and is the best-selling brand in UK stores.
Julia Goldin, head of sales and marketing for Lego, said there was “80% crossover” between the two fandoms. Both attracted collectors and had followers of all ages, he said.
With no shortage of Pokémon shows, soft toys and trading cards in the past, Goldin said the question was: “What can we do for fans that hasn’t been done before?”
Fans were asked what they wanted most and the answers were “I just wish they were in the world” or “I just want to feel like a trainer”.
The interlocking bricks were helping to realize that dreams like Lego Pokémon could “answer children’s actions”, Goldin said. “You’re building it with your hands and being able to interact with it in a number of unexpected ways.”
That the binding will be successful is certain. When Lego introduced a limited number of Pokémon characters earlier this year, both companies’ websites were briefly destroyed. A set with three creatures: Venusaur, Charizard and Blastoise (if you know it, you know it) is one of the most sought-after sets despite the hefty £600 price tag.
The Pokémon “smart play” sets will go on sale in August but interested fans can pre-order them now. To get started you need a set that contains a smart brick (and two battle bricks). The cheapest starter pack costs £60 but the other (which can be combined with the smart brick you already own) starts at £13.
Frédérique Tutt, global toy researcher at data firm Circana, said smart bricks are bringing “toys”. Lights and sounds encourage children to play with their constructions instead of sitting on a shelf as decorations, she said. (Unlike Star Wars sets, these Pokémon types have a tough, chunky design so they’re ready to withstand battle.)
Although giggles, beeps and war music is a book it is possible to think that after a while they are in the drawer, but the good news is that it is possible to change the volume through the app.
Some toy experts criticized Lego for messing up the design. They fear that the technology could destroy the power of the toy that has been using the child’s imagination. But Goldin said the smart bricks “are not just about building skills. We’re adding another dimension that I know is very important to kids today.”
