Nintendo's New Wooden Mario Blocks Act as Amiibo Figures for Kids and Collectors in 2025

Nintendo's new wooden Mario blocks can be used as Amiibo figures, a first for the collectible line. These blocks cost between 2,980 yen and 19,980 yen.
By Newsroom | Video Games, Toys |

New Merchandise Aims to Engage Young Audiences and Collectors Alike

Nintendo has introduced a new line of merchandise, My Mario, which includes wooden block toys that also function as Amiibo figures. This collection is primarily aimed at parents and children, seeking to foster an early connection with the Mario franchise. The product range also features a smartphone and Switch app titled Hello, Mario!, along with board books. While marketed towards a younger demographic, the unique nature of these wooden Amiibo sets has also attracted the attention of collectors.

Nintendo’s Adorable Wooden Amiibos Will Hook Kids on Mario Even Earlier - 1

Context: A Diversified Approach to Character Engagement

The My Mario product line was announced in August 2025, with initial releases scheduled for Japan on August 26, 2025. This initiative appears to be part of Nintendo's broader strategy to engage with its audience through varied product offerings, extending beyond video games. The inclusion of wooden toys marks a return to more tactile playthings, juxtaposed with modern digital integration.

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Nintendo’s Adorable Wooden Amiibos Will Hook Kids on Mario Even Earlier - 2

  • Target Audience: Primarily preschool-aged children and their parents.

  • Product Components:

  • Wooden block sets featuring characters like Mario, Luigi, Peach, and Yoshi, as well as iconic items such as Stars and Fire Flowers.

  • A digital application, Hello, Mario!, allowing users to interact with a digital representation of Mario's face, reminiscent of Super Mario 64.

  • Interactive board books.

  • Amiibo Functionality: Each character block is designed to work as an Amiibo figure in compatible games.

  • Pricing:

  • A small, three-piece set was priced at 2,980 yen.

  • A larger, 30-piece set was priced at 19,980 yen.

  • Release Dates: Initial announcements in August 2025, with subsequent reveals of additional sets in November 2025.

Evidence: Product Details and Market Reception

Details about the My Mario line have emerged through various reports, outlining the physical characteristics and intended use of the products.

Nintendo’s Adorable Wooden Amiibos Will Hook Kids on Mario Even Earlier - 3

  • Dimensions: The Mario block measures 8cm in height.

  • Set Contents: The initial sets included figures of Mario, Luigi, Peach, Yoshi, and items like Stars and Fire Flowers. Later announcements in November 2025 revealed standalone three-piece sets for Yoshi, Peach, and Luigi, following an earlier announcement of a Mario set.

  • Material and Design: The blocks are made of wood, offering a tactile experience distinct from plastic toys. The Hello, Mario! app features an interface that allows manipulation of Mario's facial features, described as squashable and floaty, similar to his appearance in Super Mario 64.

  • Collector Interest: Reports indicate that beyond the intended young audience, collectors are expected to be drawn to these items, particularly the sets with Amiibo functionality. The novelty of wooden Amiibo figures has been noted as a distinguishing factor.

Deep Dives

The "Hello, Mario!" App: Digital Nostalgia and Interaction

The Hello, Mario! app, available for smartphones and Nintendo Switch, offers a digital interaction with the Mario character.

Nintendo’s Adorable Wooden Amiibos Will Hook Kids on Mario Even Earlier - 4

  • Gameplay Mechanics: Users can manipulate Mario's face on their touchscreen, employing actions such as pinching, dragging, and spinning. This interaction is compared to the rubbery, squashable nature of Mario's face as seen in Super Mario 64.

  • User Experience: The app aims to evoke childhood moments for those familiar with earlier Mario titles, while providing a new way for young children to engage with the character.

  • Targeted Design: The app's focus on facial manipulation suggests a design geared towards simple, intuitive interaction suitable for a preschool audience.

Wooden Blocks as Amiibo: A Hybrid Approach

The integration of Amiibo functionality into wooden block toys represents a novel approach to Nintendo's collectible line.

  • Dual Purpose: These wooden blocks serve a dual role as traditional toys and functional Amiibo figures, capable of being used in compatible video games.

  • Bridging Physical and Digital: This initiative is seen as a way to bridge the gap between classic collectible toys and modern gaming technology.

  • Collector Appeal: The uniqueness of wooden Amiibo figures has been highlighted, suggesting a strong appeal for dedicated Amiibo collectors.

  • Cost Consideration: While specific US/UK pricing was not immediately available at the time of some reports, the Japanese prices indicated a considerable investment, especially for the larger sets. The 30-piece set converted to approximately $135 / £100.

Market Positioning: Early Engagement and Broader Appeal

Nintendo appears to be strategically positioning the My Mario line to capture attention at an early age, while also satisfying existing fan bases.

  • Early Enculturation: The collection is described as an effort to ensure kids are fully enculturated with the Mario universe from a young age.

  • Preschool Focus: The emphasis on wooden toys, interactive books, and simple app mechanics clearly targets the preschool market.

  • Collector Inclusion: Despite the preschool focus, the inclusion of Amiibo functionality and the distinctive material of the blocks indicate an awareness of and appeal to adult collectors.

  • Expanded Lineup: Nintendo has indicated that products from partner companies are also being included in the My Mario series, with plans for additional items like apparel and plush toys.

Expert Analysis

"Nintendo is once again doing something really different with Amiibo, as part of the upcoming My Mario product line. The My Mario product line features various items aimed at younger fans." - Comicbook.com

"The new wooden Amiibo blocks, Nintendo is bridging the gap between classic collectible toys and modern gaming technology. … Nintendo’s new wooden Mario blocks signify much more than a simple addition to its merchandise line." - Czech Journal

"The 'My Mario' line does not include a Lego Mario kit. One of the standout products from the 'My Mario' line is the wooden Tsumiki Mario wooden blocks." - Betbuzzfeed

Conclusion: A Multifaceted Merchandise Strategy

Nintendo's My Mario product line, featuring wooden block Amiibo figures and a companion app, represents a deliberate effort to engage both young children and dedicated collectors. The collection leverages the enduring popularity of the Mario franchise by offering tangible, interactive products that blend traditional toy-making with modern gaming technology. The use of wood offers a novel tactile experience, setting these items apart from conventional plastic merchandise. While the primary marketing targets parents seeking to introduce their children to Mario, the unique collectible nature of Amiibo-compatible wooden toys suggests a significant draw for the adult fan base. The ongoing expansion of the My Mario series, including future collaborations and product types, indicates a sustained strategy to broaden the reach of Nintendo's intellectual properties across various consumer goods.

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Sources

Frequently Asked Questions

Q: What are Nintendo's new My Mario wooden blocks?
Nintendo has made new wooden blocks featuring Mario characters and items. These blocks also work as Amiibo figures that can be used in Nintendo games. They are part of the My Mario product line announced in August 2025.
Q: Who are the My Mario wooden blocks for?
The wooden blocks are for young children to play with and for adult collectors. Parents can use them to introduce kids to the Mario world. Collectors will like that they are wooden Amiibo figures, which is something new.
Q: How much do the My Mario wooden blocks cost?
The price for the wooden blocks varies. A small set with three pieces costs 2,980 yen. A bigger set with 30 pieces costs 19,980 yen. These prices were for Japan when they were announced in August 2025.
Q: When did the My Mario wooden blocks come out?
The first My Mario wooden blocks were set to be released in Japan on August 26, 2025. More sets with different characters like Yoshi, Peach, and Luigi were announced in November 2025.
Q: What is the Hello, Mario! app?
The Hello, Mario! app is a smartphone and Switch app that lets users interact with Mario's face. You can pinch, drag, and spin his face, similar to how Mario looked in Super Mario 64. It's designed for simple fun for young children and to bring back memories for older fans.
Q: Are these wooden blocks like Lego?
No, the My Mario wooden blocks are not Lego. They are simple wooden blocks with Mario characters and items on them. They are different from Lego sets but are also made by Nintendo and work as Amiibo figures.