Nintendo has announced a brand-new initiative called My Mario, a child-focused line of products and experiences designed to give younger audiences a deeper connection to everyone’s favourite moustached hero. While Mario has been a gaming icon for decades, My Mario shifts the focus away from consoles and controllers, aiming to create something that children can engage with every day.

The heart of the My Mario brand is familiarity. Plush toys, lunchboxes, school supplies, and apparel will feature softer, more rounded designs of Mario, Luigi, and their friends art styles tailored specifically for preschool and elementary-aged children. Nintendo’s goal is to keep the characters recognizable while presenting them in a way that feels warm, approachable, and safe for the youngest fans.

But My Mario isn’t just about merchandise. The initiative will also include interactive experiences, both digital and in the real world. Parents can expect a kid-friendly mobile app packed with mini-games, coloring pages, and educational activities. There’s also talk of special AR treasure hunts in shopping centers and theme parks, encouraging kids to get active while exploring a “real-life” Mushroom Kingdom.

The idea appears to be creating a Mario presence beyond the living room. For children too young for complex gaming or for families looking to limit screen time, My Mario offers a way to connect with the brand through creative play, learning, and tangible experiences.

Nintendo hasn’t confirmed a launch date yet, but early promotional images suggest a bright, vibrant visual identity with simple slogans and cheerful character expressions. If the company succeeds in making My Mario as iconic for kids as the core Mario games are for gamers, we might see a whole new generation grow up with the plumber as a daily part of their lives not just a character on a screen.

I personally can not freaking wait to get my hands on The new Mario Wood Block Set. It contains Mario, Luigi, Princess Peach and Yoshi. Each character block can also be used as amiibo of the corresponding character. I love Amiibo.