\u201cIt is as if the brand has some unnatural abilities to distort the reality, thereby, taking consumers back in time.\u201d<\/h3>\n<\/blockquote>\n
Another addition to this nostalgia driven product trend was the collaboration between Nintendo and LEGO to turn one of the most iconic handheld consoles into classic LEGO bricks. The Nintendo Game Boy model was announced in January of 2025 and released October 10th of 2025.<\/p>\n
I am not much of a fan of handheld consoles and therefore Nintendo was not a part of my early gaming memories. Yet, when I saw the promotion pictures of the Game Boy LEGO set, I knew instantly that I would buy it. Why? Because I felt nostalgic! However, I am not a part of the millennials, who were born from the early 1980s to late 1990s. Yet somehow nostalgia took over my wallet as well. Was it truly such a carefully planned product launch to win over the hearts of even the younger generation of gamers?<\/p>\n Lubi\u0144ski\u2019s study places the nostalgia bullseye on millennials who grew up with the console. I\u2019m slightly outside that age range. I think the feeling of nostalgia is likely due to brand affinity I developed later (Nintendo Wii in 2006 and years of LEGO building). Seeing the console triggers the same emotional response and is a part of my identity as a general video game enthusiast! Therefore, I suspect there are other similar cases outside the millennial target audience.<\/p>\n Consisting of 421 bricks, the recommended minimum age for the builder is 18. No wonder \u2014 even the instructions come with a warning about acute feelings of nostalgia. Indeed, the booklet starts off with a neat time travel back to the console\u2019s history, as well as highlights of the two \u201cgame cartridges\u201d that come with the set: Super Mario Land and The Legend of Zelda, Link\u2019s Awakening.<\/p>\n <\/p>\n It has been a while since I built my last LEGO set, meaning at least ten years have passed. This specific kit is aimed at the adult audience, so one should expect some more complicated instructions and an intermediate challenge. The biggest change over my last experience with the brand is moving to paper bags instead of plastic ones, as well as including a handy tool for removing bricks instead of using (breaking) one\u2019s fingernails.<\/p>\n <\/p>\n Overall, the building process was very satisfying, and I felt a sense of control as well as a fitting amount of challenge. There is nothing quite like the feeling you get when sitting down in front of a pile of LEGO bricks, with nobody to judge you for how fast or slow it is finished. It was rewarding to see visible results and discover creative solutions to replicating how the buttons of an actual Game Boy would feel. Not only was it fun, but it was also extremely well\u2011designed, which I think all builders start to appreciate as they progress.<\/p>\n In comparison to the LEGO sets I had built as a child, like the Power Miners or Atlantis themes, this had clearly more advanced structures. Nevertheless, the high-quality and clear instructions made the process simple, and I only had to pry apart a couple pieces after misinterpreting the shape. The 18+ age recommendation is therefore justified, though it can be assembled by younger LEGO enthusiasts with experience. However, the LEGO Game Boy may not be as appealing to the younger builders due to its rather aesthetic purpose. After roughly three hours of my day, the kit was complete. Even as someone who generally thought building ready-made LEGO kits as an adult was a bit silly: I wish it didn\u2019t end so soon!<\/p>\n <\/p>\n LEGO certainly knows what they are doing when marketing these \u201ctoys\u201d to adults. Truly, they are selling nostalgic experiences which you can then put on display. Even for the younger generations, building LEGO bricks is a moment to focus on something analogous in a world full of digital content. Though, as pointed out by Lubi\u0144ski it remains to be seen how long this strategy will work, especially with generations born into a world of digital games. As of now, at least the millennials (and the early 2000\u2019s kids) enjoy feeling emotional attachment, hold on to their brand loyalty and are eager to spend money to on nostalgic products (Lubi\u0144ski, 2020).<\/p>\n <\/p>\n Personally, if LEGO keeps nailing the collaborations as they did with the Nintendo Game Boy, I am all in on the nostalgia train once again. That day might be coming soon, as we only need a look at the company’s future product releases\u2014<\/p>\n There is no need for speculation on whether LEGO would keep sticking to their nostalgia-oriented business strategy after the announcement of another Nintendo collaboration on January 12th<\/sup>, 2026. This time they have raised the calibre by taking on perhaps the most iconic Japanese franchise; Pok\u00e9mon! The advertisement video for the Pok\u00e9mon LEGO sets is packed with sarcasm of adult problems, including back pain and taxes (oh so relatable), humorously calling out the target audience. Undoubtedly, one can expect a high-quality build experience and a hardcore nostalgia trip. The sets will be releasing in February 2026. Until then, I am left craving for more\u2026<\/p>\n <\/p>\n <\/p>\n Research source:<\/strong> Product information<\/strong><\/p>\n Product name:<\/strong> LEGO Game Boy<\/p>\n Manufacturer: <\/strong>LEGO<\/p>\n Release Date: <\/strong>October 10, 2025<\/p>\n Bricks: <\/strong>421<\/p>\n Age recommendation: <\/strong>18+<\/p>\n Image sources:<\/strong> Other sources:<\/strong> A research backed review of a LEGO kit designed entice millennials\u2019 dearest childhood memories. But can the company keep leveraging nostalgia to sell products? 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<\/a><\/p>\nThe Game Boy Build<\/h1>\n
<\/a><\/a><\/a><\/a>But wait, there\u2019s more!?<\/span><\/h2>\n
<\/a>
\nLubi\u0144ski, K. (2020). The Study of Nostalgia-Oriented Strategy Aimed at Millennials on The Example of The Lego Group. Journal of Intercultural Management, 12(2), 82\u2013105. https:\/\/doi.org\/10.2478\/joim-2020-0039<\/a><\/p>\n
\nFeatured images of the LEGO Game Boy were taken by the author
\nScreenshot of the LEGO Pok\u00e9mon collaboration on LEGO\u2019s own website: https:\/\/www.lego.com\/en-us\/themes\/pokemon<\/a><\/p>\n
\nNintendo of America. [@NintendoAmerica]. (2025, January 9).
\nBuild the classic Nintendo system in LEGO\u00ae form. Coming October 2025.
\n[X post]. X. https:\/\/x.com\/NintendoAmerica\/status\/1877400996462166302<\/a>
\nThe LEGO Group reveals first-ever LEGO Pok\u00e9mon sets and Trainer Challenge. (2026, January 12). Pok\u00e9mon News. https:\/\/www.pokemon.com\/us\/pokemon-news\/the-lego-group-reveals-first-ever-lego-pokemon-sets-and-trainer-challenge<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"