Redmond, Wash., January 8, 2026 – After a successful debut in Japan, Nintendo is now bringing its beloved plumber to the nursery and playroom.

The “My Mario” series is officially making its U.S. debut next month, promising a curated collection of products, games, and experiences specifically designed for young children and their parents to enjoy side-by-side.

Is this a genuine effort to foster early creativity and family bonding, or simply a strategic move to capture the next generation of gamers even earlier?

Inspired by Mario and his iconic Mushroom Kingdom friends—Luigi, Princess Peach, and Yoshi—”My Mario” aims to offer fun ways for the youngest fans to explore, imagine, and play.

The collection launches officially at Nintendo NEW YORK and Nintendo SAN FRANCISCO stores on February 19, with a broader rollout to select retail stores nationwide this spring, expanding throughout the year.

This introduces a new generation to Nintendo’s universe through thoughtfully designed items developed in partnership with giants like Mattel Fisher-Price and TOMY. Every item, Nintendo asserts, is crafted to be a child’s very first introduction to the creative fun of playing alongside Mario and friends.

The “My Mario” series offers a diverse range of items designed to put smiles on the faces of young children, their parents, and caregivers:

• Wooden Block Sets: Two sets featuring Mario and well-known items from the Super Mario series: a Mario Wood Block Set (3 pcs) and a Mario & Friends Wood Block Set (30 pcs).
• “Hello, Mario!” App: A free app for smart devices and Nintendo Switch systems (also playable on Nintendo Switch 2), launching February 19 on Apple App Store, Google Play, and Nintendo eShop, allowing intuitive and playful interaction with Mario.
• “It’s Me, Mario!” Stop-Motion Animation Series: Available now on the My Mario website and the official Play Nintendo YouTube channel.

• Infant and Toddler Apparel: A collection of onesies, sleepers, and playtime outfits.
• “Hello, Mario!” Board Book: An interactive book by Nintendo, published by Penguin Random House.
• Soft Toys: Cuddly Mario plush and fun rattles.
• Tomy Toomies My Mario Collection: Bathtime power-ups with bath toys and water squirters inspired by Super Mario characters.

This strategic expansion sees Nintendo Co., Ltd., headquartered in Kyoto, Japan, continuing its mission to create “unique, family-friendly entertainment that puts smiles on the faces of everyone it touches.”

Since its founding in 1889 and the 1983 release of the Famicom, Nintendo has focused on developing gaming systems and software, selling billions of games and hardware units globally. With iconic franchises like Mario, Donkey Kong, and The Legend of Zelda, this “My Mario” line extends their reach into the earliest developmental stages.

By targeting young children and parents, Nintendo isn’t just selling toys; it’s cultivating brand loyalty from infancy. The cross-platform nature of the “Hello, Mario!” app, playable on both Nintendo Switch and Nintendo Switch 2, further integrates this new line into the broader Nintendo ecosystem.

It’s a clever way to ensure that as children grow, their familiarity and affection for Mario seamlessly transition into the more complex gaming experiences of the consoles.

Ultimately, the “My Mario” line represents Nintendo’s keen understanding of its audience and its enduring appeal across generations. By offering engaging, age-appropriate experiences, they are not only providing fun products but potentially shaping the entertainment preferences of future gamers.

Will “My Mario” succeed in bridging the generational gap in gaming and become a new staple for family play? It seems Nintendo is betting big on it.