Mario claymation show: Nintendo’s next madcap experiment, explained

Let’s get right to it: Nintendo is launching a new Mario claymation show on YouTube. That’s right, Mario—a man who can’t fix your pipes but will cross dimensions for a decent lasagna—is about to be immortalized as an adorable, slightly odd-looking lump of clay. And yes, it’s all for the children (sure, Nintendo, sure).

But don’t think this is just a random trip into kid-friendly weirdness. This mini-series is just the amuse-bouche in a massive “My Mario” product buffet: we’re talking toys, books, baby pajamas, wooden blocks that double as amiibos—honestly, if Nintendo could shrink your mortgage statement and slap Mario’s face on it, they absolutely would. If you think Nintendo’s settled for merely draining your savings during the holidays, brace yourself: they have targeted every birthday party, baby shower, and Tuesday afternoon out there. Ready to dive in? Let’s break down what’s coming, why Nintendo’s making this move now, and—if you’ve got a pulse—why you’ll probably care, kids or no kids.

Mario claymation show: Nintendo’s clever (and weird) YouTube power move

This Mario claymation show isn’t the marathon cartoon block you remember from the Saturday mornings of your youth. There’s no time for that—kids barely have the attention span to watch an Instagram Reel, let alone 22 minutes of Koopa-stomping. Each Mario claymation episode? Just one minute long. Yep, you can watch an entire installment in less time than it takes to realize your Joy-Con’s drifting again. Nintendo knows the deal: their core audience is on YouTube, glued to phones and tablets. Short, snackable content is king—especially when it’s oozing with “replay me again” energy and algorithm-loving repetition.

This is procedural brilliance. Nintendo isn’t gunning for the Netflix binger crowd—they’re fishing in the same pond as TikTok and Instagram Shorts, armed with a plumber made of Play-Doh. The result? Maximum visibility. Minimum effort. And, let’s be honest, a toddler-proof runtime means you can queue up all the episodes during a lunch break and still have time for a panic-clean of your living room.

My Mario: the next-level merch tsunami

Here’s the catch: this claymation carnival is just the ringleader of the “My Mario” circus. Nintendo is rolling out a truly unholy amount of new Mario-themed paraphernalia, all coordinated with the show for maximum marketing carnage. The lineup:

• Wooden Mario blocks (looking like preschool toys, secretly functioning as amiibo—genius and dangerous for wallets)
• Picture books and board books that’ll haunt every bedtime for the next decade
• Mario-branded tableware (get ready for “Eat your broccoli—it’ll make you jump higher!”)
• Plushies, rattles, baby/toddler clothes, backpacks, and more. The Mario-cosplay-for-infants pipeline is officially operational

If there’s a surface in your house, it’s going to be Mario-fied. Nintendo’s not even pretending to be subtle about it: they’re coming for your shelves, your kids’ rooms, and—if you’re weak like me—your adult gamer den. Think this is overkill? Absolutely. Think it’ll work? Are you kidding?

The wooden block amiibo set: Collector catnip (and parent kryptonite)

Let’s talk about the only part of the Mario claymation merch blitz that’s already got adult nerds fidgeting: those damned wooden block amiibos. This set includes Mario, Peach, Luigi, Yoshi, the obligatory Mushroom, and the ever-timeless Fire Flower—basically, a lineup curated by someone who understands the Venn diagram overlap between “Instagrammable” and “nerd nostalgic.” Not only do these things look like toys from a Montessori fever dream, but they’re also fully functional as amiibo for your Switch.

But here’s the kicker: they cost $135 for the set. If you want them before 2026, you’ll be importing from Japan and paying what I lovingly refer to as the “impulse regret tax.” If you think that’s steep, go look up the Sims board game that doubled as home decor. Turns out, the collector economy is basically fueled by FOMO, nostalgia, and irrational adult decision-making.

My Mario goes digital: An app, a face, and a whole lot of weird

But Nintendo doesn’t just want to fill your toy bins. They’re gunning for your phone and your Switch, too. Enter the My Mario app—a digital sandbox that lets you, yes, poke and prod Mario’s clay face. It’s the spiritual successor to the Mario 64 title menu, upgraded for an audience raised on Baby Shark. The “Hello Mario” app lands in Japan on August 26, with the rest of the world waiting until 2026 to digitally pinch Mario’s clay cheeks. If you’re impatient (who isn’t), start practicing your VPN skills or nurturing an eBay hustle.

So is it a game, a toy, or just a digital fidget spinner? Yes, to all of the above. Expect weird facial interactions, sticker unlocks, and probably enough in-app reward drip-feed to keep small hands (and, depressingly, bored adults) hooked for weeks.

Why is this happening? Mario’s 40th birthday, that’s why

If you were wondering why Nintendo’s dropped the Mushroom Kingdom nuke on our pop culture landscape, it’s simple: September 13 is Mario’s 40th anniversary. And Nintendo is on a once-in-a-decade nostalgia high. Between the Mario claymation show and the next Super Mario movie (strongly rumored to be called Super Mario World, dropping April 3, 2026), you could wallpaper your house in plumber merch and still miss something. And honestly, some of this stuff will skyrocket in value. That plushie you step on now? Tomorrow’s eBay gold mine. Your toddler’s Mario bib might pay for their therapy someday.

Should grown-ups care about the Mario claymation show?

Here’s the deal: If you don’t have kids, you can probably skip the picture books and the plastic tableware—unless you’re deeply committed to eating your spaghetti out of Mario’s face (judgment-free zone here). But if you’re a fan, a collector, or just someone who enjoys owning weird, conversation-starting stuff (“No, this cube is an amiibo, Karen—scan it!”), the My Mario lineup is the gateway drug you didn’t know you needed.

The Mario claymation show itself probably won’t be world-shaking TV—unless you’ve never seen someone slip on a clay banana before. But expect gifs, memes, reaction videos, and a whole lot of adult FOMO. At launch, collectors will be trawling import sites in record numbers. What’s even stranger is how Nintendo’s strategy makes their oddball merch more desirable—the sheer absurdity of owning a wooden Mario amiibo is half the draw.

If this brand of ridiculous gaming adaptation is up your alley, you’ll also want to see my review of the Sims board game at Target, which turned out to be wilder (and more decorative) than anyone expected. Or, if you’re in the mood for even stranger crossover territory, don’t miss these seven reasons the Reverse: 1999 Assassin’s Creed collaboration is a must-play. The one thing you can count on with Nintendo? Even when you think they’ve peaked in weirdness, they’ll always surprise you. (You’re welcome—or I’m sorry, depending on how much you spend.)