Lego has launched a new range of Pokémon sets featuring hi-tech 'smart' bricks that bring the beloved characters to life for the first time. The motion-sensitive bricks produce sound effects and flashing lights when paired with different sets, enabling epic battles. The collaboration unites the world's largest toy company with the world's biggest media franchise. Pokémon Company celebrates its 30th anniversary this year and remains the top-selling toy brand in UK stores.
Bridging Two Fandoms
Julia Goldin, Lego's chief marketing and product officer, highlighted an 80% overlap between Lego and Pokémon fans. Both brands appeal to collectors and enthusiasts of all ages. With numerous Pokémon action figures, soft toys, and trading cards already available, Goldin posed the question: 'What can we do for fans that has not been done before?'
Fan feedback revealed two key desires: 'I just wish they were here in the real world' and 'I just want to feel like the trainer.' The interactive bricks aim to fulfill these dreams by responding to children's actions. 'You are building it with your hands and able to interact with it in multiple different ways that are not preprogrammed,' Goldin explained.
Anticipated Success
The success of the tie-up seems almost certain. When Lego released a small number of traditional Pokémon sets earlier this year, both companies' websites briefly crashed due to demand. One set featuring Venusaur, Charizard, and Blastoise is highly sought after despite a price tag of nearly £600.
The Pokémon 'smart play' sets will go on sale in August, but eager fans can pre-order now. To start, buyers need a set containing a smart brick and two battle bricks. The cheapest starter pack costs £60, while additional sets that pair with an existing smart brick start at £13.
Encouraging Active Play
Frédérique Tutt, a global toy industry analyst at Circana, noted that smart bricks are bringing 'play back into toys.' The lights and sound effects encourage children to physically engage with their builds rather than leaving them on a shelf as decorations. Unlike Star Wars sets, the Pokémon models have robust, chunky designs better suited for battling.
While the giggles, beeps, and battle music might become grating over time, the volume can be adjusted via an app. Some play experts have criticized Lego for altering its classic formula, fearing technology could undermine the imaginative power of traditional bricks. However, Goldin defended the innovation, stating that smart bricks 'are not taking away from the experience of building. We are adding another dimension which I know that for children especially is very relevant today.'
