Nintendo has made a huge step in expanding its reach into kid-friendly products, with a brand-new line of merchandise aimed squarely at young children and their parents.

Nintendo announced the My Mario line of products today, a selection of kid-focused products set to be released later this month in Japan and early next year in the US. The My Mario line includes products like toys – including Mario-themed wooden blocks that double as amiibo – interactive books, a series of animated shorts, and even an app called Hello, Mario! that lets you pull on Mario's face to make silly faces.

Promotional images for the My Mario merchandising line also included a glimpse of additional kid-friendly items, including apparel, soft plush toys, accessories like backpacks, and kid-friendly crockery, lunchb

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