Nintendo expands Mario play for families

Nintendo unveils My Mario a new line blending wood blocks amiibo and digital play with overseas expansion planned for next year.

Nintendo launches My Mario range for young children

Nintendo has rolled out My Mario, a range of Mario themed products aimed at young children. The initial release is in Nintendo’s stores in Tokyo Osaka and Kyoto starting August 26, with some items expected to reach overseas markets next year. A wood block set is a centerpiece, sold in three piece bundles for ¥2,980 or in a 30 piece collection for ¥19,980. Each character block Mario Luigi Peach and Yoshi doubles as an amiibo that can be scanned in compatible games.

Other items include a Hello Mario board book by Shogakukan letting kids turn Mario's face and mouth, plus a free Hello Mario app for devices and Switch that lets players interact with Mario's face. A short series of stop motion clips Its Me Mario will premiere on Nintendo's site and YouTube. Partners Bandai and Happinet will add clothing plush items and other toys. The full first wave includes 34 products across several categories.

The strategy signals Nintendo’s desire to blend physical play with digital experiences from an early age. By pairing amiibo compatible blocks with an app and short video content the company aims to create a family friendly ecosystem rather than a single toy line. The overseas push will test how well this model travels beyond Japan and whether retailers see value in cross category bundles aimed at parents shopping for toddlers.

Price points matter. The wood blocks are affordable in small sets but the larger 30 piece bundle sits in premium territory for families. If the approach resonates it could widen Nintendo’s appeal beyond core gamers and help build lifelong engagement with the Mario brand. Critics may watch how brands balance screen time with hands on play and whether licensing partners can maintain safety and quality across many products.

Highlights

As My Mario expands the company tests how far play can travel in a connected world.