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I spent the morning playing with the Nintendo Labo

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Labo is peak Nintendo. It’s strange, it’s innovative, it’s pretty silly and it’s completely unexpected. As longtime PR rep David Young told us during a quick chat at today’s event, “when people think we’re going to zig, we zag.” Nintendo Labo is Maximum Zag.

We spent most of the morning with Labo, at a brightly colored event in New York City, staffed by a team of enthusiastic reps. They walked us through the creation process in a space overflowing with eager kids and tins full of gummy bears and goldfish crackers.