The archive · Games & Play · Product decision · 2018–2019
Nintendo Labo turns Switch software into cardboard Toy-Cons kids build first
DIY cardboard kits for Switch — a piano, robot suit and fishing rod powered by the Joy-Con — make building part of the game and teach programming.
Nintendo
What it had to solve
After the Switch's breakout 2017 launch, Nintendo wanted a product families would accept differently from Mario or Zelda. It deliberately aimed Labo at children, blending construction and software so parents could see the console as an educational, hands-on toy rather than another screen.
How it works
Nintendo announced Labo in January 2018 as a completely different answer to the question of what a Switch game could be: instead of a disc or cartridge, the product was a box of pre-cut cardboard sheets that fold into controllers. The company presented it as DIY 'Toy-Cons' for the console's detachable Joy-Con controllers, priced and positioned for children and families.
The twist that made it work was electronics: each Toy-Con only functions once built and slotted together with the Switch. Reflective IR stickers on parts such as piano keys are read by the camera inside a Joy-Con, so a cardboard piano really plays notes and a fishing rod registers casts. Nintendo's interactive, page-by-page building instructions turned assembly itself into a guided, satisfying game.
Toy-Con Garage, a mode included in each kit, taught basic If-This-Then-That programming by letting children connect input, logic and output nodes, so the fishing rod could drive the RC car or a guitar be strung with rubber bands. Reviewers called it a 'perfect STEM toy' and compared it to Lego: the tools were there and imagination supplied the rest.
The results were measured differently from a typical Nintendo release. More than one million kits sold worldwide by the end of 2018 — small next to Super Smash Bros. Ultimate's 12 million in one month — but president Shuntaro Furukawa argued Labo was accepted differently: it won toy and consumer-product awards, entered classes at 100 US elementary schools, and gained KidZania pavilions in Japan planned for summer 2019.
Why it lands
- Making the controller the product turned buying a game into an afternoon of building, so the toy lived in the child's hands before the screen came on.
- Joy-Con IR sensing made cardboard instruments genuinely work, so the builds felt like real machines instead of props.
- Toy-Con Garage turned players into programmers, giving a toy console a serious STEM pitch to parents and schools.
- Nintendo set a different success bar — awards, classrooms and family acceptance rather than Mario-scale sales.
What it did
By the end of 2018, more than one million Labo kits had been sold worldwide. President Shuntaro Furukawa told investors the line had won toy and consumer-product awards, was being incorporated into classes at 100 US elementary schools, and was 'accepted by our consumers differently than traditional video games' — which he framed as the goal rather than a miss.
What you can take
When the hardware fits in a child's hands, sell the making: software that only works inside something you built turns a play session into an afternoon project.
Since then
Nintendo treated Labo as a long-term family line rather than a flagship game: by early 2019 the kits had topped one million sales, collected toy and design recognition, and been adopted by 100 elementary schools in the US, with KidZania education pavilions in Japan announced for summer 2019. The company kept releasing new kits and materials through 2019, and Labo became a reference point for how console makers could sell physical, buildable play alongside digital software.
Sources
- Toy-Con Garage is why Nintendo Labo's cardboard accessories cost $70
- Only About One Million Nintendo Labo Kits Sold Last Year
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