Nintendo is saying “It’s-a me!” to the preschool market with a new gaming-themed kids brand. 

The new brand, called My Mario, will introduce a younger demographic to one of video-gaming’s most beloved franchises, and has the potential to turn them into lifelong fans.

The product series will launch first in Japan on August 26, kicking things off with three new products exclusive to its Nintendo stores in Tokyo, Osaka and Kyoto. These include a board book published by Shogakukan and two SKUs of wooden blocks from Nintendo, which feature characters and famous items from the Super Mario games. Each of the Mario, Yoshi, Peach and Luigi character blocks can also be physically placed on the Nintendo Switch family of consoles to unlock new content and items in select Mario games. 

After the launch, Nintendo plans to expand the My Mario brand throughout the year into a wide range of product categories, including apparel, backpacks, plush, toys and homewares manufactured by the company itself and its licensees. While initially exclusive to Japan, the company also plans to curate a list of My Mario products that will be sold in Nintendo Stores internationally early next year.

In addition to physical products, Nintendo will also release a series of short videos and an interactive app on launch day. The It’s Me, Mario! shorts, which reimagine the iconic plumber stop-motion animation, will roll out on the official My Mario site and other video platforms. The one-minute videos will feature Mario making a series of expressions and gestures. 

Meanwhile, users will be able to download the Hello, Mario! app on mobile app stores and Nintendo Switch consoles. The app allows kids to play with Mario by touching and pulling various parts of his face and witnessing his different reactions. 

This strategic shift to focus on a younger demographic follows Nintendo’s success in growing its kids and family audience with its first CG-animated blockbuster, The Super Mario Bros. Movie, in 2023. Disney has had similar success aging down its biggest franchises, with hit Spider-man, Cars and Star Wars shows all aimed at the preschool set.

Launched in 1983 with the game Mario Bros., the Mario franchise has sold more than 900 million games worldwide, spanning platformers (over 497 million copies sold), racing games (over 184 million copies sold) and other spin-offs.