For many years the LEGO Group has battled with the rise of digital content and how it takes kids away from playing with physical toys. In recent years there have been attempts to blend both worlds with themes such as Ultra Agents, VIDIYO and Hidden Side. It’s safe to say these haven’t been too successful, but the LEGO Group has also expanded its product range to include sets inspired by gaming and these are providing a successful way to capture the attention of kids. New research shows kids like to continue to play with related products from popular digital experiences, something which will continue into 2025 with the release of sets inspired by Animal Crossing, Minecraft, Sonic the Hedgehog and Mario Kart. Learn more below.
7 in 10 Parents Claim Their Child Enjoys Seamless Play, Carrying Over Adventures from Digital to Physical, According to Global Research from the LEGO Group
The LEGO Group invites kids to expand on the games they love in their own way with an expansive range of LEGO game sets.
Billund, Denmark, 3rd October 2024: The LEGO Group is continuing to bring the worlds of digital gaming and physical play seamlessly together, following a recent study that found 7 in 10 (71%) parents said their child likes to carry over adventures, stories and play from digital play into physical play.
The research, which surveyed over 60,000 parents and children, also found that more than 1 in 3 (36%) kids say they like to play both digital and non-digital games equally, while 8 in 10 (75%) parents admit that they would be happier to let their children play digitally if the game also involved physical or “real-world” play too.
The LEGO Group is continuing to champion seamless play and offer children a diverse range of play experiences with a huge range of LEGO gaming sets on offer, and even more to come in early 2025, providing gamers with a creative medium to expand on the games they love in their own way. The ambition is to inspire children to channel the creativity that their favourite digital games help unleash, bringing it to life in a never-before-seen way.
Some of the Most Epic Gaming Sets to Date…
This follows a whole host of additions to LEGO gaming franchises in the past year, including LEGO® Fortnite, LEGO® Sonic the Hedgehog™, LEGO® Super Mario™, LEGO® Minecraft® and LEGO® Animal Crossing™.
Additions to the LEGO Fortnite physical set assortment include iconic LEGO Fortnite characters, places and items such as the Supply Llama, Peely Bone, Durr Burger and the Battle Bus. The collection is available for purchase for all from 1st October 2024 – exclusively from LEGO Stores and LEGO.com/Fortnite.
LEGO Super Mario fans are now able to see if they can find the key to the treasure chest at King Boo’s Haunted Mansion or chase down the Bowser Express Train. And if that wasn’t enough to delight Nintendo fans, three new LEGO Animal Crossing sets were also launched, including LEGO® Animal Crossing™ Stargazing with Celeste, LEGO® Animal Crossing™ Leif’s Caravan & Garden Shop and LEGO® Animal Crossing™ Able Sisters’ Clothing Shop. To top it off, there were also additions to our LEGO® Minecraft® range with The Ender Dragon and End Ship, as well as The Frog House.
Lovers of LEGO Sonic the Hedgehog were also able to enjoy new additions to the range, now being able to battle it out as Super Sonic against Dr. Eggman and his latest weapon, the Egg Drillster.
All products are available to buy via LEGO stores, LEGO.com and from select leading retailers around the world.
“We’re committed to inspiring the builders of tomorrow through play, and we believe that play can take many shapes and forms. We were fascinated to hear that children often continue the stories from their digital play into physical play, which is why we’re pleased to announce these new additions to our gaming range in 2025. We’re bringing some of our partners most iconic digital characters into the physical world so kids can carry over their adventures and keep playing,” said Federico Begher, SVP of New Product at the LEGO Group. “Whether it’s being able to turn unexpected surfaces into a Mario Kart racetrack for the very first time or recreating memorable battles between Sonic characters, these sets truly allow our fans expand on their favourite games in their own, unique way.”
… And There’s a LOT More to Come
To highlight its commitment to introducing new and exciting LEGO gaming sets, the LEGO Group has a whole host of sets scheduled to be released early next year, allowing kids to immerse themselves in their favourite iconic games in a physical way.
Available from January 1, fans can kick off the new year with over 12 new additions to the gaming franchises, including the first-ever LEGO® Super Mario™: Mario Kart™ sets, as well as new products from LEGO® Sonic the Hedgehog™, LEGO® Minecraft® and LEGO® Animal Crossing™. So, whether it be racing Mario against Donkey Kong with the new LEGO Mario Kart set, battling Metal Sonic in Tails transformable Cyclone mech, recreating Minecraft hero Alex’s beloved Mooshroom House or building Animal Crossing’s Able Sisters Clothing Shop, there is something for everyone.
Gamers and Brick Builders, Unite!
To mark these launches, the LEGO Group also recently partnered with four legends of the gaming world, including Jelly, Macro, Aimsey and TrixyBlox, to participate in a unique set of LEGO gaming challenges featuring LEGO sets, digital games and physical action that will surprise and delight fans. To watch the full stream, visit the LEGO YouTube channel.
For more information on this and all the latest LEGO gaming releases, fans can visit www.lego.com/gaming.
Play Well Findings
- Commissioned by the LEGO Group, carried out by Edelman DXI
- 36 countries including Australia + New Zealand, Austria, Belgium, Brazil, Canada, China, Czech Republic, Denmark, France, Germany, Greece, Hong Kong, Hungary, India, Indonesia, Italy, Japan, Kenya, Mexico, Netherlands, Poland, Portugal, Romania, Singapore, Slovakia, South Africa, South Korea, Spain, Switzerland, Sweden, Saudi Arabia, Taiwan, Turkey, UAE, UK, and the USA.
- Total sample: 61,532, including 36,000 Parents and 25,532 Children aged 5-12 years old.
- Fieldwork: 13.12.23 – 24.01.2024
- 7 in 10 parents indicate that their child carries over adventures, stories and play from digital play into physical play (71%)
- 8 in 10 parents admit that they would be happier to let their children play digitally if the games also involved physical or “real-world” play (75%)
- More than 1 in 3 children say they like to play both digital and non-digital games (36%)
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