The legendary Game Boy, this gray portable console which marked an entire generation of gamers, will be reborn in a rather unexpected form. Nintendo and Lego have just announced their new collaboration which will give rise to a replica of the portable console, built entirely from Danish bricks. An announcement that comes at a time when players are impatient to hear news about the highly anticipated Switch 2.
A communication strategy that leaves you perplexed
Nintendo continues to cultivate mystery around its next game console, preferring to increase the number of offbeat announcements. Between the opening of a museum in Kyoto last October, the launch of a connected alarm clock, the creation of a music streaming service dedicated to game soundtracks and the testing of a mysterious MMO, the Japanese company seems ready to announce everything… except the Switch 2.
This new collaboration with Lego, whose release is only planned in 8 months in October 2025, fits perfectly into this destabilizing communication strategy. Nintendo apparently prefers take advantage of its media visibility currently to try to create buzz around side projects rather than meeting the expectations of its community. An approach that may seem frustrating for fans, but which allows the company to maintain a constant media presence while maintaining control over its major announcements.
A Lego x Nintendo partnership that continues to bear fruit
This announcement is not the first collaboration between the two entertainment giants. In recent years, Nintendo and Lego have forged close ties which have given rise to several remarkable sets. The reproduction of the NES in 2020 notably made an impression with its impressive level of detail and its mechanical screen capable of reproducing the scrolling of the first level of Super Mario Bros.
The choice of the Game Boy as a new joint project is not trivial. The portable console, launched in 1989, has an iconic design that lends itself perfectly to an adaptation in Lego bricks. Its simple geometric shapes and recognizable silhouette promise a satisfying building experience for fans of both brands. Although the technical details of the set have not yet been revealed, we can expect a faithful model potentially including moving elements like pressable buttons or even crazier, an interactive screen.
Nintendo, in diversification mode
This constant diversification of Nintendo’s activities is not new. The company, which began as a manufacturer of playing cards in the 1800s, has always reinvented itself and explored new horizons. Recent announcements show that this philosophy is more alive than ever.
The Nintendo Museum in Kyoto, the Alarmo alarm clock, the music streaming service and now this Lego Game Boy demonstrate the company’s desire to touch different aspects of entertainment. This approach allows Nintendo to maintain its unique brand image in the industry, while creating original experiences that go beyond video games.
This diversification strategy could also be seen as a way of preparing the ground for the announcement of the Switch 2. By multiplying alternative projects, Nintendo creates an effect of surprise and maintains media and public attention.
- Nintendo announces a reproduction of the Game Boy in Lego for October 2025
- The company is increasing the number of offbeat announcements rather than talking about the Switch 2
- This strategy is part of a desire for constant diversification of its activities
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