LEGO recreates classic Nintendo Game Boy TV commercial

A classic Nintendo TV commercial from the ’80s has been recreated by the LEGO Group as part of a promotional push for the upcoming 72046 Game Boy.

Amongst the multitude of LEGO sets revealed at San Diego Comic-Con today was 72046 Game Boy, a near 1:1 scale brick-built version of the iconic Nintendo console. The 421-piece model will launch on October 1 and comes with a display stand, two brick-built Game Paks and three lenticular screens.

To announce and promote the upcoming LEGO Super Mario set, the company has also recreated one of the original TV commercials for the console, an advertisement that first appeared when the Game Boy made its debut in the US all the way back in 1989.

The updated video features a brick-built robot (read: man in a LEGO suit) zapping 72046 Game Boy into existence, accompanied by an overly-enthusiastic teen gamer and the tagline, ‘Now you’re playing with power… brick power’ replacing the original commercial’s ‘portable power' slogan.

While the 1989 TV campaign also plugged the Game Boy’s then-revolutionary video link cable for head-to-head play sessions, that particular accessory isn’t included in the upcoming 72046 Game Boy.

The commercial also shines a spotlight on Tetris, included as a pack-in title when the Game Boy launched in a number of territories. That specific game isn’t represented in 72046 Game Boy though, but the LEGO Super Mario set does come with Game Paks of The Legend of Zelda: Link’s Awakening and Super Mario Land Game Boy to slot into the back of the console.

72046 Game Boy will be released on October 1, 2025, priced at £54.99 / $59.99 / €59.99, with pre-orders for the LEGO Super Mario model now open.

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