Today, Universal Studios Japan announced its new global No Limit brand campaign, as well as revealed new details about its upcoming Super Nintendo World area, opening this summer.
In addition, a special music video featuring international music superstars Galantis and Charli XCX was released to launch the new campaign.
Super Nintendo World will be an expansive, highly themed and immersive land featuring Nintendo’s legendary worlds, characters and adventures. Guests will feel as if they are playing inside their favourite Nintendo video games – in real life.
It will be filled with incredibly fun rides, shops, a restaurant and interactive gameplay throughout the land. And there will be something for everyone, regardless of age or gaming experience.
Universal Studios Japan will be the first Universal theme park to feature Super Nintendo World, followed by Universal theme parks in Hollywood, Orlando and Singapore.
Super Nintendo World will feature a new level of theme park guest experience that blends the physical world with the world of the video game – bringing the world of Nintendo to life in a whole new way for guests.
Guests can use a combination of state-of-the-art technology – a wearable wrist band called a Power Up Band – and a specially designed app.
This will allow them to have interactive experiences, making use of their arms, hands and entire bodies as they explore the new area – making them feel like they are truly part of the video game world.
Guests can download the Universal Studios Japan app on their smartphones and link it to a Power Up Band that can be purchased to enhance their experience. The Power Up Bands are themed to different characters, so guests will be able to wear one based on one of their favourite Mushroom Kingdom characters.
While wearing the band, guests can collect digital coins just like Mario does in the games. They can even compete with other guests to see who collected the most coins, among other fun and friendly competitions.
J.L. Bonnier, President, Chief Executive Officer, USJ LLC, said: “It’s been more than three years since Universal Parks & Resorts announced the development of Super Nintendo World globally, I am very excited that we now have finally entered the year of opening it.
“The history of “Asobi” (playing) created by Nintendo, the world’s top game brand, has always surprised people with innovation. It’s not too much to say that for decades, it’s the one and only game entertainment that can share excitement from the same perspective, regardless of generation.
“We have finally welcomed a year in which Universal Studios Japan can deliver such exhilarating experience to its guests in collaboration with Nintendo, a company that has continued to deliver innovation to society.”
Super Nintendo World will feature many interactive features that will be familiar to anyone that knows Mario’s world. This includes Question Blocks that will appear around the area. While wearing a Power Up Band, guests can hit a real-life Question Block and collect coins, just like in the video game.
Guests can also obtain collectable items, such as character stamps, by achieving various goals.
Coins are allocated for each stamp, with the total number of coins earned by each guest ranked with all other guests in the park, making the entire experience feel like competing for a high score in a video game.
In addition, Key Challenges will be featured throughout the Super Nintendo World area. By collecting a certain number of digital “keys,” guests can cooperate with other guests who also have keys to unlock additional gameplay opportunities, including “Boss Battles” against various enemy characters.
Thierry Coup, the Senior Vice President, Chief Creative Officer, Universal Creative, said: “Think of Super Nintendo World as a life-size, living video game where you become one of the characters.
“You’re not just playing the game; you’re living the game, you’re living the adventure.”
Nintendo’s most iconic locations and experiences will be brought to life, including the Mushroom Kingdom, Peach’s Castle, an incredible Mario Kart ride, Bowser’s Castle – and more.
Visit the Universal Studios Japan official website for more information.