Nintendo has officially restructured one of its long-standing subsidiaries, renaming Warpstar Inc. to Nintendo Stars Inc. as of August 27, 2025. The move signals a clear push by the company to strengthen its grip on the growing world of films, merchandising, and live events tied to its most valuable brands.

Warpstar, originally founded in 2001 as a joint venture between Nintendo and HAL Laboratory, has played a major role in managing the Kirby franchise over the years. Earlier this year, the company was brought fully under Nintendo’s umbrella as a consolidated subsidiary. Now, with its new identity as Nintendo Stars, its focus has broadened.

According to Nintendo’s official announcement, the subsidiary will be tasked with handling the “ancillary-use business” of films based on Nintendo properties. In simple terms, that means everything surrounding Nintendo’s movie projects that isn’t the film itself. Expect to see Nintendo Stars overseeing merchandise lines, licensing deals, themed events, and promotional campaigns designed to keep fans engaged well beyond their cinema visits.

The timing is no coincidence. Nintendo already has two major films on the horizon: Illumination’s follow-up to The Super Mario Bros. Movie, slated for April 3, 2026, and a live-action Legend of Zelda adaptation scheduled for May 7, 2027. With those blockbusters in the pipeline, Nintendo Stars will ensure the momentum carries into toys, clothing, and other products that celebrate the worlds of Mario, Zelda, and beyond.

While the company will continue managing Kirby’s brand, its scope is now much larger. The rebranding reflects Nintendo’s increasing ambition to transform its characters and stories into global entertainment powerhouses, not just video games. The move mirrors strategies seen at companies like Disney, where movies and merchandising operate hand-in-hand to create long-lasting cultural icons.

For fans, this means Nintendo’s upcoming films are unlikely to be one-off events. The introduction of Nintendo Stars suggests that when you see Mario or Zelda on the big screen, you can expect to see them everywhere else too from store shelves to live experiences.

In other words, Nintendo isn’t just making movies. It’s laying the groundwork for its franchises to reach audiences in ways that go far beyond gaming, and Nintendo Stars Inc. will be the key player making it happen.