Nintendo has announced the release of My Mario, a series of Mario-themed products aimed at young children. The new product line is a great way for Nintendo to diversify its brand and offer beloved Mario characters to a new demographic. The first wave of products will be released in Japan on 26 August 2025, but as stated in the announcement, My Mario will be available worldwide at the beginning of 2026. Some of the products have been confirmed, including a Wood Block Set, a Board Book, a free smart app, Nintendo Switch software, and stop-motion Mario-themed videos.
The products will be available to buy from the Nintendo website at the point of release, and prices start from free to 19,980yen (£100.55/$135.28/€116.18).
My Mario aligns perfectly with Nintendo’s family-friendly brand image. The marketing across the series encourages parents to enjoy and interact with the products alongside their children. Each product has been beautifully designed with vibrant colours and recognisable, cute faces of the Mario characters. All perfectly appealing for little children! The newsletter also confirmed that more products, including partner products, will be released in the future. From the images on the website, other products have been teased, including plush toys, clothes, and kitchenware. There’s an array of products perfect for toddlers and young children.
Of course, Nintendo has partnered with other brands to make products for children, including Lego, Monopoly, and even Hot Wheels. However, My Mario is a first for the company, expanding their audience to babies and toddlers! Online, fans of Nintendo have taken to the announcement positively, with people liking the cute art style, and some even saying that Mario will replace Mickey Mouse, becoming the new mascot for the next generation of children.
Others have pronounced the release of My Mario as the start of Nintendo’s marketing for the 40th anniversary celebration of Mario, in September 2026. The announcement of the series has sparked excitement among loyal fans, as many now await September to bring more exciting Nintendo news for the future of the Switch 2. As predicted by hopeful fans, Mario’s anniversary month would be the perfect timing for Nintendo to announce the next big 3D Mario game. To date, no information or teasers have been released, therefore fuelling speculation among the community.
More information on My Mario can be found on Nintendo’s official Japan Store.
Words by Charlotte Thomas
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