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 in Universal Studios Japan this summer. In addition, a special SUPER NINTENDO WORLD 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 favorite 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 in SUPER NINTENDO WORLD to enhance their experience. The Power Up Bands are themed to different characters, so guests can select to wear one based on one of their favorite 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. State-of-the-art technology is being used in the SUPER NINTENDO WORLD area to bring all of these interactive activities to life.
J.L. Bonnier, President, Chief Executive Officer, USJ LLC, said “It’s been more than 3 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 SUPER NINTENDO WORLD. Since we have been intensively collaborating with the Representative Director and Fellow Shigeru Miyamoto who has received recognition as a Person of Cultural Merit, as well as collaborated with other talented members of Nintendo. Given this fact, we have great confidence in the quality of the new area. 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 collectible 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. There are all kinds of ways to earn coins throughout the entire land, and guests can keep score, compete against each other and celebrate together when they win.
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 Mushroom Kingdom, Peach’s Castle, an incredible Mario Kart ride, Bowser’s Castle – and more. We have developed some state-of-the-art technology to create the perfect fusion of the physical world with the world of video game; one of them is a custom designed wearable wristband that we call the “Power Up Band”.
The “Power Up Band” will connect guests with dozens of iconic Nintendo items throughout the land in a truly seamless and innovative way – and the app will keep track of their adventures and any coins, stamps or other iconic elements they earn along the way. There will be opportunities to advance through achievements, keep score, compete against each other and celebrate together when you win. I think the seamless integration of the gameplay is one of the most innovative experiences we have ever created at Universal Studios.”
MAKING JAPAN AND THE WORLD “SUPER ENERGIZED!” UNIVERSAL STUDIOS JAPAN ALSO ANNOUNCED ITS NEW CHALLENGE
Universal Studios Japan is calling 2020 the “Year of SUPER NINTENDO WORLD” and will kick off its new No Limit campaign in February. SUPER NINTENDO WORLD is the result of a global partnership between Universal Parks & Resorts and Nintendo – two icons of the entertainment world. Universal theme parks create incredibly popular family entertainment experiences for millions of people based on compelling characters, stories and innovative technology. Nintendo creates imaginative games filled with captivating stories and beloved characters. Ayumu Yamamoto, Vice President, Marketing Department, USJ LLC, said “SUPER NINTENDO WORLD is our first campaign with our new brand slogan “NO LIMIT!” Guests will feel “NO LIMIT!” CHO-GENKI -super energized - by our entertainment developed with unlimited creativity. Guests at SUPER NINTENDO WORLD will enjoy competing with friends and family, and making use of their entire bodies. We can’t wait for all of you to unleash your instinct to play and feel “CHO-GENKI!” MUSIC VIDEO RELEASED TODAY! 『WE ARE BORN TO PLAY』 WITH INTERNATIONALLY-ACCLAIMED ARTISTS An accompanying song and music video for SUPER NINTENDO WORLD were also released globally today on Jan. 14, 2020. “We Are Born to Play” is expressing our wish to “bring to life the world of a Mario game.” Music was created as a collaboration between internationally-known dance music duo, Galantis and global pop superstar Charli XCX. The music video combines world most famous game soundtrack with new music and imagery. The music video also showcases the activities based on the real and interactive experiences available at “SUPER NINTENDO WORLD”—like hitting the blocks to gather coins and running and jumping.