Nintendo is widening its audience across age groups and platforms, rolling out new initiatives that span early childhood play, competitive gaming, and cross-category collaborations. The company’s growing My Mario line introduces books, apps, and tactile playsets for younger fans, while the launch of Pokémon Champions reinforces its investment in online, strategy-driven experiences. At the same time, continued support for legacy titles like Pac-Man and live content updates across Splatoon 3 highlight a broader focus on sustained engagement. Beyond Nintendo’s core ecosystem, collaborations like the Tamashika plush collection signal how game launches are increasingly extending into merchandise and community-driven activations.
Nintendo Expands My Mario Line with Books, Apps, and Playsets for Younger Fans
Nintendo continues to grow its My Mario collection with new products designed for younger players and families, blending digital and hands-on play. Additions include the interactive Hello, Mario! board book, the Hello, Yoshi! app for mobile and Nintendo Switch systems, a new episode of the stop-motion shorts series, and wooden block sets featuring characters like Mario, Yoshi, and Luigi. The expansion reflects Nintendo’s continued push into early childhood experiences, combining imaginative play, light interactivity, and familiar characters from the Mushroom Kingdom.
Nintendo Highlights Competitive Play, Classic Games, and Live Content Updates Across Switch Platforms
Nintendo continues to balance new releases with ongoing platform engagement, led by the arrival of Pokémon Champions, a battle-focused title centered on online competition and team strategy. Available on Nintendo Switch and optimized for Switch 2, the game underscores Nintendo’s growing emphasis on competitive and service-driven experiences, with ranked modes, team customization, and familiar battle systems designed for long-term play.
At the same time, Nintendo is reinforcing its legacy catalog through Pac-Man and other classic titles added to its subscription library, while continuing to roll out live content across its ecosystem. Music updates tied to Splatoon 3, themed rewards, and limited-time activities reflect an ongoing strategy focused on player retention, blending nostalgia with steady updates to keep audiences engaged across both Switch and Switch 2.
Learn more at nintendo.com.
Edglrd Debuts ‘Tamashika’ Plush Line Ahead of Game Launch
Edglrd and Ceremony of Roses introduce a new line of Tamashika plush collectibles in celebration of the game’s launch. The $30 surprise toy release features three variations, including two ultra-rare designs, each with attachable straps for on-the-go display. Tied to the psychedelic shooter’s debut, the launch also includes a limited-time promotion rewarding top global players with exclusive plush prizes, connecting the game’s stylized world with collectible merchandise.
Learn more at edglrd.com.
Meet The Toy Book Team at Licensing Expo!
The Adventure Media & Events team will be present at Licensing Expo with new issues of The Toy Book and The Pop Insider set to debut on May 19. Visit us at Booth No. F106 to grab The Toy Book‘s 2026 Licensing & Entertainment Issue (featuring The Licensing Book supplement), and the spring edition of The Pop Insider. Both issues are now in production. To book your space in our new issues, please contact Jackie Breyer, James Devin, or Stephanie Katz.
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