[REVISION HISTORY]

LEGO and Pokémon brand collaborations

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2026-09-03 22:49 UTC → 2026-09-10 15:41 UTC · added ~~removed~~

The LEGO Group has expanded its retail presence and product collaborations with Pokémon through technological innovation and global events. Retail expansion includes the opening of a new LEGO Store in Szczecin, Poland, at Galaxy Centrum, featuring interactive play tables and exclusive product lines. In product development, LEGO introduced the Pokémon SMART Play series. This collection utilizes a ‘SMART Brick’—an electronic component with motion, color, light, and sound sensors—to allow players to feed, heal, train, and battle Pokémon through physical builds without the use of screens or mobile applications. Global in-store activations with Pokémon GO are running through September 30 across Australia, the United States, the United Kingdom, Poland, France, and Germany. These events transform participating stores into interactive destinations where players can engage in Pikachu raids and complete LEGO-themed Stamp Rallies to earn rewards, such as special stickers or Pokémon Smart Tags. The Pokémon XP event has also been used to showcase the capabilities of the SMART Play system. Building on the success of initial releases featuring Pikachu, Eevee, and the Venusaur, Charizard, and Blastoise trio, LEGO and The Pokémon Company International are expanding their collaborative building set series. New additions to the collection include a 1,083-piece Rayquaza model inspired by the Sky Pillar scene from Pokémon Omega Ruby and Alpha Sapphire, which includes an exclusive Zinnia minifigure. The expansion also features a 1,190-piece articulated Arcanine model and a 757-piece Munchlax set with movable parts. Julia Goldin, LEGO’s Director of Marketing and Products, cited an ‘exceptional response’ to the initial launch.

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