LEGO, Pokemon partner to launch interactive, screen-free SMART play sets
The dream of catching a real-life Pokemon is to have a high-tech, screen-free upgrade.
LEGO Group and The Pokemon Company International have announced a joint line-up of 12 sets powered by “LEGO SMART Play” technology, marking a major physical-to-digital transition for two major entertainment brands.
Aimed at builders aged six and up, the collection embeds electronic sensors inside plastic bricks, allowing physical figures to respond to movement, touch and care with light and sounds.
The electronic brick uses physical accessories called “SMART tags” to trigger pre-programmed digital responses without an iPad or console; This means a child can physically feed a brick-built Pikachu a plastic sandwich or tickle a Charizard figure to trigger a recorded laugh.
Interactive elements also provide a layered ecosystem for consumers; It requires an initial investment in an “all-in-one” kit to get the necessary central SMART brick and charger before any of the ten cheaper expansion sets can be fully used.
Julia Goldin, marketing and product manager for the LEGO Group, said Pokemon fans will be able to “build, train and interact” with their LEGO Pokemon through “hands-on, imaginative play that encourages creativity, confidence and storytelling.”
“This is all about inviting children to explore, experiment and bring their own ideas into their adventures,” Ms. Goldin said.
The initial distribution splits the 12 products between standalone starter sets and expansions.
Core ecosystem, Training House with Pikachu or premium Charizard with necessary electronic components etc. It is based on products like Jolteon Ultimate Battle.
From here, consumers can expand the layout with environment-based add-ons like Charmander and Geodude’s Cavern Clash or a music-themed Jigglypuff concert.
Gaku Susai, Chief Product and Experience Officer at The Pokemon Company International, said Pokemon “has always been about the joy of discovery and connection.”
“We see every day how powerful imagination can be when it is nurtured and given space to grow,” Mr. Susai said.
“Working with LEGO Group and its SMART Brick technology brings these shared values to life in a new, interactive way.”
Beyond the target 6+ demographic, the brands are also appealing to the highly competitive adult collector and Pokemon Go mobile player bases.
To market the launch from August to September 2026, select physical LEGO retail stores will temporarily transform into active in-game PokeStops and Gyms.
The cross-promotion will offer exclusive physical products and digital apparel that are likely to appeal to collectors.
Pre-orders for the series opened today, and the sets will officially hit retail shelves on August 1.
