Global Toy News Insight
Nintendo’s expansion of its My Mario collection to its online store highlights an opportunity for the toy and play industry: introducing established entertainment franchises to consumers at an earlier age through developmentally appropriate products. Previously available through Nintendo’s flagship stores in New York and San Francisco and select retailers, the collection now reaches a broader nationwide audience with wooden building blocks, Fisher-Price Little People playsets, TOMY Toomies bath toys, plush, interactive board books, and digital experiences. By extending Mario beyond traditional video gaming into early childhood play, Nintendo demonstrates how recognizable intellectual property can create new licensing opportunities across multiple toy categories while building connections with the next generation of consumers.
For toy manufacturers, licensors, and retailers, the My Mario strategy illustrates the value of building a connected product ecosystem that spans physical play, digital interaction, and family experiences. Nintendo’s partnerships with Fisher-Price and TOMY demonstrate how established toy companies can adapt entertainment properties for younger audiences while maintaining brand recognition across generations. The collection’s wooden character blocks, which also function as amiibo figures with compatible apps, further illustrate opportunities to bridge traditional and digital play. As entertainment companies seek to extend the lifecycle of their intellectual properties, age-appropriate product development, cross-category licensing, and multigenerational appeal offer opportunities for long-term brand engagement and expanded retail assortments.
Nintendo Shares Fun of Mario and Friends With Little Ones as My Mario Collection Debuts Online
REDMOND, Wash.–(BUSINESS WIRE)–Sharing special moments with the little ones in your life is at the heart of the holiday season. To help bring smiles to the young kids you’re shopping for this gift-giving season – and the meaningful times you spend together – Nintendo has made the My Mario collection available online for the first time through Nintendo Store. Previously, the collection was available exclusively at Nintendo NEW YORK and Nintendo SAN FRANCISCO and through select retailers.
With books to read and re-read, cute outfits that inspire family photos, and toys that spark worlds of imaginative play, the My Mario line includes products developed in partnership with a wide range of partners such as Fisher-Price and TOMY. Every item is created to bring the creative fun of playing alongside characters such as Mario, Luigi, Princess Peach, Yoshi, Bowser and Toad to young children and their parents and caregivers.
“My Mario gives families meaningful new ways to experience the joy of Mario and friends during children’s earliest years,” said Wendy Moullet, Vice President, Merchandise & Entertainment. “By bringing together thoughtfully designed play, stories and experiences, the collection helps children and their families discover, create and build lasting memories together.”
Discover more My Mario:
- Team up to make silly faces with Mario and friends with free interactive apps. Hello, Mario!, Hello, Yoshi!, Hello, Peach! and Hello, Luigi! are available now on the Nintendo Switch and Nintendo Switch 2 systems via Nintendo eShop. Later this week, they will also be available on Apple App Store and Google Play1.
- Create your own adventures with Mario and his Mushroom Kingdom friends with wood block sets – including the Mario and Friends Wood Block Set (30pc), and 3-pc sets that each feature a Mario, Peach, Luigi or Yoshi character block. These character blocks can be used as amiibo figures2 with the Hello, Mario! series of apps to change characters!
- Cuddle up and watch a series of stop motion shorts featuring Mario and friends on Play Nintendo. Episode 10 releases today!
- Bring the fun of Super Mario to life with the Fisher-Price Little People Adventure Playset, Figures and more.
- Make time for interactive reading – including tabs to pull, flaps to lift, and more – with the Hello, Mario! and It’s Yoshi! board books.
- Turn bathtime into an exciting adventure with TOMY Toomies toys, including the new Swimming Mario.
- Share cozy smiles during playtime and bedtime throughout the season with assorted apparel and plush for infants and toddlers.
- For more information on the My Mario collection visit: https://www.nintendo.com/us/store/merchandise/my-mario-about/
1 Compatible smart device required. Internet required for download. Data charges may apply.
2 amiibo sold separately. Visit amiibo.com for details on amiibo functionality.
About Nintendo: Nintendo Co., Ltd., headquartered in Kyoto, Japan, has been providing a wide range of entertainment products and experiences since its founding in 1889, beginning with the manufacture and sale of Hanafuda playing cards.
Since the 1983 release of the Family Computer (Famicom) system in Japan, and continuing through Nintendo Switch 2, Nintendo’s focus has been the development, manufacturing, and sale of its gaming systems and software. To date, Nintendo has sold more than 6.2 billion video games and over 870 million hardware units globally, and has created franchises such as Mario™, Donkey Kong™, The Legend of Zelda™, Pokémon™, Metroid™, Kirby™, Animal Crossing™, Pikmin™, and Splatoon™.
Nintendo’s continuing mission is to create reasons to choose Nintendo for unique, family-friendly entertainment that puts smiles on the faces of everyone it touches.
A wholly owned subsidiary, Nintendo of America Inc., based in Redmond, Wash., serves as headquarters for operations in the Americas. For more information about Nintendo, please visit the company’s website at https://www.nintendo.com/.
