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Many Pokémon fans secretly fantasise about being a trainer and that dream has become a bit 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 motion-sensitive “smart” bricks that produce an array of sound effects and flashing lights when paired with different sets.
The tie-up unites two blockbuster brands: the world’s biggest toy company and the world’s biggest media franchise. The Pokémon Company 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.”
That the tie-up will be a success is almost certain. 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 (if you know, you know) 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 but eager fans can place their orders now. To get started you need a set that contains a smart brick (and two bricks to battle). The cheapest starter pack costs £60 but others (which can be paired with a smart brick you already own) start at £13.
Frédérique Tutt, a global toy industry analyst at the data firm Circana, suggested smart bricks were bringing “play back into toys”. The lights and sound effects encouraged children to physically play with their builds rather than have them sitting on a shelf as a decoration, she said. (Unlike the Star Wars sets the Pokémon models have robust, chunky designs so are better equipped to withstand battling.)
While the giggles, beeps and battle music are novel it is possible to imagine that over time they will grate, but the good news is that it is possible to adjust the volume via an app.
Some play experts have criticised Lego for messing with its formula. They fear the technology risks undermining the strength of a toy that has always served to harness a child’s own imagination. But Goldin said the smart bricks were “not taking away from the experience of building. We are adding another dimension which I know that for children especially is very relevant today.”
