Nintendo Launches ‘My Mario’ Toddler Line, Wooden Amiibo Blocks Lead First Wave in Japan
Nintendo Launches ‘My Mario’ Toddler Line, Wooden Amiibo Blocks Lead First Wave in Japan
Nintendo is making a significant push into the baby and toddler market with the upcoming launch of its new ‘My Mario’ brand. This comprehensive range, set to debut in Japan on August 26, 2025, will feature a variety of products including toys, clothing, and general merchandise, all designed for parents and young children to enjoy together.
Headlining the initial wave of My Mario products are innovative wooden block sets. The premium 30-piece set, priced at 19,980 yen (approximately £100), includes iconic Mushroom Kingdom elements like question mark blocks and power-ups. Most notably, the wooden figures of characters like Mario, Peach, Luigi, and Yoshi also function as amiibo, offering a unique collectible for fans. A smaller three-piece set is also available for 2,980 yen (around £15).
Beyond physical goods, the My Mario initiative extends to digital content. Nintendo is releasing ‘It’s Me, Mario! Stop Motion Shorts,’ a free animated series available on the My Mario website and other channels. Additionally, the ‘Hello, Mario!’ app for smart devices and Switch will allow children to interact playfully with Mario’s face. The collection also boasts a wide array of other items, from themed hoodies and pyjamas to bibs, rattles, and nappy bags. Following its Japanese launch, the My Mario range is slated for a global rollout starting in 2026.
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