Nintendo’s My Mario Launches in the U.S., Bringing Mario Magic to Early Childhood

Nintendo is opening a new chapter for its youngest fans — and their parents — with the U.S. debut of the My Mario product line, arriving February 19 at Nintendo’s flagship stores in New York and San Francisco. Designed as a child’s first introduction to the Mushroom Kingdom, My Mario blends play, imagination, and shared experiences, inviting families to explore the world of Mario together in age-appropriate, thoughtfully designed ways.

A Gentle Introduction to Nintendo's Mushroom Kingdom

After a successful launch in Japan, My Mario makes its way stateside with a clear focus: helping young children engage with familiar Nintendo characters while encouraging parents and caregivers to participate alongside them. Rather than fast-paced gameplay, this collection leans into tactile toys, imaginative storytelling, and playful learning moments that feel natural for toddlers and preschoolers.

The line draws inspiration from characters children may already recognize — Mario, Luigi, Princess Peach, and Yoshi — while adapting them into formats designed for small hands, curious minds, and everyday family routines.

Launch Locations and Timing

The My Mario collection officially launches on February 19 at Nintendo NEW YORK and Nintendo SAN FRANCISCO, giving families a chance to experience the line in person. Additional products will begin appearing at select retailers nationwide this spring, with new items rolling out throughout the year.

What’s Included in the My Mario Collection

The My Mario series spans toys, books, apparel, and digital experiences, all created with early childhood development and parent-child interaction in mind.

Wooden block sets introduce classic Super Mario elements in a simple, open-ended way. Families can choose between a three-piece Mario Wood Block Set or a larger Mario & Friends Wood Block Set with 30 pieces, encouraging stacking, sorting, and imaginative play.

A new digital companion, the Hello, Mario! app, launches the same day as the product line. Available as a free download on smart devices and Nintendo Switch systems, the app allows children and caregivers to interact with Mario through gentle prompts and playful moments rather than traditional gameplay. It’s designed to be intuitive, shared, and easy to explore together.

Storytelling also plays a central role. An interactive Hello, Mario! board book, published by Penguin Random House, brings Mario into reading time, blending familiar characters with early literacy experiences. For families who enjoy visual storytelling, a stop-motion animation series titled It’s Me, Mario! is already available online, offering short, charming episodes that feel perfectly suited to young viewers.

Soft toys round out the collection, including plush characters and rattles designed for comfort and sensory play. For bath time, the Tomy Toomies My Mario line adds water toys and squirters inspired by iconic Mushroom Kingdom characters, turning everyday routines into playful adventures.

Apparel for infants and toddlers completes the experience, with onesies, sleepers, and playtime outfits that extend the Mario magic beyond the playroom.

Thoughtful Partnerships for Early Play

Nintendo developed the My Mario line in collaboration with trusted children’s brands, including Mattel Fisher-Price and TOMY. These partnerships bring expertise in early childhood play to the world of Nintendo, ensuring each item balances fun with age-appropriate design.

My Mario Feels Different

What sets My Mario apart is its emphasis on shared moments. Rather than positioning screens or toys as solo distractions, the collection is built around connection — reading together, stacking blocks side by side, splashing through bath time, or discovering Mario through gentle digital interaction.

For parents raising the next generation of Nintendo fans, My Mario offers a softer entry point into a beloved universe, one that respects childhood curiosity while making room for togetherness.

As the collection expands throughout the year, My Mario feels less like a product launch and more like an invitation — to slow down, play together, and introduce a familiar world in a way that feels warm, intentional, and family-centered.