Nintendo Unveils New 'My Mario' Campaign With Plush Toys, Apparel, and More for Nintendo Switch Fans

Nintendo has officially announced an exciting lineup of Super Mario-themed merchandise under the brand new 'My Mario' campaign, targeting families and young fans of the Nintendo Switch.

Building on decades of beloved character merchandise, this comprehensive range marks a significant expansion in Nintendo's efforts to create interactive and engaging products beyond traditional video games. Revealed today by Nintendo, the 'My Mario' campaign is designed to provide parents and children with a broad variety of products featuring iconic Super Mario imagery.

The new range features everything from plush toys and rattles to clothing, tableware, and interactive accessories. A key highlight of the collection is a set of wooden play blocks that function as amiibo, allowing users to interact with compatible Nintendo Switch titles via the system’s inbuilt NFC technology.

This innovative addition further bridges the gap between physical play and digital gaming—an approach that Nintendo has championed with amiibo since their introduction in 2014.

The collection also includes interactive board books and a selection of child-friendly tableware and backpacks, all designed with classic Super Mario motifs. Nintendo confirmed that the first wave of 'My Mario' products will launch on August 26, 2025, exclusively in Japan.

Global fans, however, need not wait much longer, as Nintendo stated these Super Mario products will become available in international markets in early 2026.

This marks a strategic move for the company as it continues to expand the reach of its merchandising initiatives and brand collaborations worldwide. Speaking on behalf of Nintendo, representatives highlighted the campaign’s focus on creating fun and interactive products for children and their families, emphasizing that these items are intended to foster shared experiences rooted in the joy and nostalgia of the Super Mario universe.

“The My Mario campaign is about making cherished Super Mario memories accessible to families through play and everyday moments,” a Nintendo spokesperson noted in a statement. Fans can expect detailed information about the collection, including pricing and regional availability, to appear closer to launch, likely through official Nintendo communications channels such as Nintendo Direct presentations and the Nintendo eShop.

As Nintendo continues to celebrate Super Mario’s enduring popularity, the 'My Mario' campaign reflects the company’s ongoing commitment to delivering innovative, cross-generational experiences both in-game and in real life.

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