Nintendo Launches 'My Mario' Series: Super Mario Products for Young Families Debut in Japan 2025

Nintendo Expands Super Mario Brand With 'My Mario' Product Line Launching August 2025 Nintendo is set to further broaden the global reach of its iconic Super Mario franchise with the introduction of the 'My Mario' series—a comprehensive line of premium products developed specifically for parents and young children.

This ambitious initiative reinforces Nintendo’s ongoing commitment to accessible, family-friendly entertainment, combining classic Super Mario charm with tactile and digital play.

The first wave of these new products is scheduled for launch on August 26, 2025, exclusively at Nintendo TOKYO, Nintendo OSAKA, and Nintendo KYOTO locations in Japan.

Select items from the lineup are slated for international release in 2026. The 'My Mario' series introduces a diverse collection of merchandise bridging physical and digital experiences.

Highlighting the range is the My Mario Wood Block Set, featuring familiar characters like Mario and Luigi, as well as iconic Super Mario items—transformed into robust wooden blocks.

Crafted for small hands, these pieces offer sizes and weights ideal for young children, encouraging creative play and early cognitive development.

Notably, each character block also functions as an amiibo, unlocking additional interactions in compatible Nintendo Switch games.

The initial offerings include the three-piece Mario Wood Block Set priced at 2,980 yen (tax included), and the 30-piece Mario & Friends Wood Block Set at 19,980 yen (tax included). Alongside physical toys, Nintendo will release the 'Hello, Mario!' board book, published in partnership with Shogakukan Inc.

This playful, interactive book allows children and parents to engage with Mario’s expressions by moving his mouth or rotating his face page by page.

The board book will be available both in the Nintendo stores and at select bookstores, priced at 1,870 yen (tax included). To connect digital and traditional play, the My Mario series features a free application available for both Nintendo Switch and smart devices.

In the app—compatible with iOS 15 and Android 6.0 or later—children can manipulate Mario's face on screen, prompting animated reactions and fostering interactive engagement alongside parental participation. Complementing these products, Nintendo plans to debut a series of "It’s Me, Mario!" stop motion shorts.

Each episode, designed to last about one minute, showcases Mario’s expressive personality and is tailored to appeal to younger viewers.

The videos will be accessible for free via the official My Mario website and additional online platforms. Nintendo representatives have described the My Mario collection as a way to connect families and new generations with the magic of Super Mario.

While initially exclusive to Japan, the rollout will expand internationally in 2026, giving fans worldwide an opportunity to introduce beloved Mario characters and stories to a new generation of players. With a history of blending innovation and nostalgia, Nintendo’s My Mario series represents a significant step in extending the Super Mario universe beyond games—deepening engagement with families through thoughtful, interactive products.

For more information, including launch details and additional product reveals, visit the official My Mario website.

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