Nintendo Unveils 'MY MARIO' Series for Young Children, Launches August 26, 2025

Nintendo has unveiled the official website for its new product series, "MY MARIO," designed for young children, announcing that sales will commence on August 26, 2025. The beloved and long-standing character Mario will now be offered to a wide range of generations in a way that seamlessly integrates into daily life, departing from traditional gaming experiences.

The "MY MARIO" series features a diverse product lineup aimed at fostering children's development. Key products include "Tsumiki Mario" (building blocks), "Ehon Kao Mario" (picture book), "Appli Kao Mario" (app), and "Komadori Anime Komadori Mario" (stop-motion animation). "Tsumiki Mario" is not just a character-shaped building block but also functions as an "amiibo," Nintendo's popular interactive figure. This integration offers a unique Nintendo experience, blending physical play with digital gaming.

Of particular note is "Appli Kao Mario." This app evokes the interactive element from the title screen of the NINTENDO64 masterpiece *Super Mario 64*, where players could pull and stretch Mario's face. Users have expressed excitement, exclaiming, "It's the *Mario 64* starting screen!" Many fans also appreciate how the series, through its picture books and apps, emphasizes Mario's essence as a game character providing interactive experiences.

On social media, numerous enthusiastic comments have poured in from parents, such as "I want to buy all of these and raise my kids again!" and "I want to be a baby and play with My Mario too!" This indicates high anticipation for the cute designs and the strength of the Mario brand. Some comments even speculate about My Mario's potential to challenge "Anpanman's stronghold" in the toddler character market, or suggest it might be part of the *Super Mario Bros.* 40th-anniversary project.

The "MY MARIO" series will begin sales on August 26 at Nintendo's official stores in Tokyo, Osaka, and Kyoto. Apparel, merchandise, and plush toys are planned to be added sequentially, drawing significant attention to its expansion as items that can deepen parent-child bonds through Mario. Expectations are high for Nintendo's new challenge, targeting "three generations"—parents who are long-time fans passing on the world of Mario to their children and grandchildren.

The context

Anpanman is an iconic Japanese children's superhero character, immensely popular and considered a dominant force in the country's preschool merchandise market. The mention of "Anpanman's stronghold" in the article signifies the high ambition for "MY MARIO" to compete in this established sector.

Amiibo are Nintendo's line of interactive figures and cards that can connect to compatible games, unlocking content or features. Their integration into physical toys like "Tsumiki Mario" (building blocks) offers a unique blend of physical and digital play.

*Super Mario 64*, released for the Nintendo 64, is a landmark 3D platforming game renowned for its innovative gameplay. Its title screen, where players could manipulate Mario's face, became an iconic interactive feature, hence the excitement among fans for "Appli Kao Mario."