Nintendo has officially announced “My Mario,” a new product line specifically designed for young children, set to launch on August 26, 2025, in Japan. This initiative includes a range of physical products, a free interactive app, and a series of one-minute stop-motion animated shorts titled “It’s Me, Mario!”, aimed at engaging both parents and their toddlers with the iconic Super Mario brand.
The “My Mario” line signifies Nintendo’s strategic expansion into the early childhood market, leveraging its most recognizable intellectual property to connect with a new generation of fans.
Expanding the Mario Universe for Toddlers
The “My Mario” product line features a diverse array of items crafted for young children, with a focus on interactive play and sensory engagement. Among the highlights are wooden block sets featuring Mario, Luigi, and other beloved characters, some of which double as amiibo figures for compatible games. These blocks are designed with sizes and weights easy for small hands to hold and manipulate.
Other notable products include:
- Board Books: A “Hello, Mario!” board book allows children to interact by opening Mario’s mouth or turning his face.
- Apparel and Goods: The collection extends to clothing such as hoodies and rompers, as well as rattles, plush toys, backpacks, and tableware, created in partnership with companies like Bandai and Happinet.
- Interactive App: A free “Hello, Mario!” app will be available for smart devices (iOS 15 or Android 6.0 and later) and Nintendo Switch. This app allows children to intuitively interact with Mario’s face on screen, reminiscent of the Super Mario 64 title screen, with Mario reacting to their inputs.
Nintendo’s stated goal for the “My Mario” products is to create a “series which parents and children can enjoy together.” While the initial launch is focused on Japan, selected products are anticipated for release outside of Japan starting in 2026.
“It’s Me, Mario!”: Stop-Motion Shorts Bring Mario to Life
A key component of the “My Mario” initiative is the “It’s Me, Mario!” stop-motion short video series. These approximately one-minute animated shorts will showcase Mario with a variety of expressions and movements, designed to be easily enjoyable for young children.
The videos are slated for release on the official My Mario website and other channels, likely including Nintendo’s YouTube presence. This visual content aims to further immerse young audiences in the whimsical world of Mario, complementing the physical and interactive digital products.
Strategic Expansion Beyond Gaming
This move into the early childhood merchandise space aligns with Nintendo’s broader strategy to expand its intellectual properties beyond traditional video games. The company has increasingly diversified its business in recent years, with ventures like The Super Mario Bros. Movie, theme park collaborations with Universal Studios, and a growing presence in mobile gaming.
By targeting toddlers and their parents with the “My Mario” line, Nintendo aims to cultivate brand familiarity and loyalty at an even younger age, following a similar approach seen with other major franchises. This strategy emphasizes the joy and social aspects of Nintendo’s characters, appealing to a wide demographic that includes both casual players and families.
