Theme Park, Amusement Park and Attractions Industry News

SUPER NINTENDO WORLD opens this summer at Universal Studios Japan

Universal Studios Japan has announced its new global No Limit brand campaign, as well as revealing 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 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 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 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 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.”

NoLimit campaign

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!”

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