Nintendo expands My Mario into toddler market

Nintendo launches the My Mario range for babies and toddlers, featuring wooden blocks that double as amiibo alongside clothing and other goods.

Nintendo expands My Mario into toddler market with premium wooden blocks

Nintendo is launching the My Mario line aimed at babies and toddlers. The lineup includes a range of baby items such as bowls, spoons, hoodies, bibs, pajamas, blankets, plushies and more, all under the new My Mario banner. The centerpiece is a wooden block set, available in a three-piece version and a larger 30-piece version. The bigger set is priced at about 19,980 yen, roughly £100, and includes classic Mushroom Kingdom blocks, wooden power-ups, a green warp pipe and a diorama inside the box. The wooden figures of Mario, Peach, Luigi and Yoshi also double as amiibo figures for use in compatible games. In addition, Nintendo is releasing an animated stop motion series It’s Me, Mario! Stop Motion Shorts and a Hello, Mario! app for mobile devices and Switch to let children interact with Mario’s face.

The first wave of My Mario products lands in Japan on August 26, with a global rollout planned to begin in 2026. The project reflects Nintendo’s push to extend its brand beyond video games into early childhood products, leveraging familiar characters to create a cross‑category shopping experience for families.

Strategically, Nintendo is testing whether nostalgia and brand trust can translate into the toddler market without diluting the core gaming identity. The amiibo feature on wooden figures is a deliberate bridge between physical toys and digital play, potentially building early loyalty to Nintendo’s ecosystem. Pricing signals a premium approach; the flagship block set sits at a level that may attract gift buyers and collectors more than everyday budget shoppers. The global rollout will rely on supply chains, licensing partners and parental reception, making this a real test of Nintendo’s ability to scale a brand extension while maintaining quality and safety commitments for very young children.

Highlights

The coming months will show if nostalgia can drive practical play for the youngest listeners.