Lego and Nintendo have partnered to launch a new Lego Super Mario product line that fosters interactive play for children.

A Youtube video published by both companies today (12 March) demonstrates the game in action [click below], which features a Mario toy tasked with collecting coins on a gaming board featuring Lego bricks.

Lego Super Mario is due to go on sale later this year.

Julia Goldin, Chief Marketing Officer, EVP, Lego Group said: “We are very excited to bring Mario into the physical world through interactive and social Lego play.

“With this experience we will help millions of kids with love for Mario to engage and play in a completely new way, where they are in control of creating and playing games with their favourite character.

“By seamlessly incorporating the latest digital technology, Lego Super Mario is a highly social, interactive and collaborative experience for kids.”

Takashi Tezuka, Executive Officer and Game Producer, Nintendo added: “I have always liked Lego products and how they help children use their imagination to play.

“The new product we created together with the Lego Group seeks to combine two different styles of play – one where you freely build the world of Mario and the other where you play with Mario in the very world that you have created.”

*Youtube video courtesy of Lego Group.