See the movie, play the game: How Nintendo is pulling out all the stops to sell the Switch 2

Nintendo, a titan in the gaming industry, is known for its iconic characters like Super Mario and Pokémon. The company is now intensifying its efforts to extend its beloved intellectual property (IP) beyond gaming, venturing into movies, merchandise, and theme parks to attract both nostalgic fans and new players. Reuben Martens, a film and media studies lecturer at Manchester Metropolitan University, highlighted the immense appeal of Nintendo's recognizable characters. "These characters, like Mario and Pikachu, are central to Nintendo's brand and have a broad attraction," he explained. In a recent statement, Nintendo President Shuntaro Furukawa detailed the company's vision behind this IP expansion, emphasizing that their unique entertainment offerings, along with a commitment to growing their fanbase, are essential for long-term business growth. Nintendo’s push to broaden its reach has been apparent over the last five years. For instance, Universal Studios opened Super Nintendo World in Osaka in 2021, a themed area celebrating the world of Super Mario, followed by similar expansions in other parks. This year, the release of The Super Mario Bros. Movie, which grossed over $1 billion, demonstrated the successful crossover of Nintendo's characters into cinema, with plans for a sequel already underway. Additionally, a film centered on Zelda is also in development, further showcasing Nintendo's diverse media strategies. Despite the focus on movies and merchandise, these ventures only accounted for a small fraction of Nintendo's revenue. In the first three quarters of their fiscal year beginning in March 2025, IP-related earnings reached 54.5 billion Japanese yen (approximately $347.7 million), representing just under 3% of total sales. However, these initiatives are crucial for driving interest in Nintendo's core gaming products and attracting new audiences. For example, the success of The Super Mario Bros. Movie provided a timely profit boost, helping to prolong the lifespan of the aging Switch console, which has now sold over 17 million units, making it Nintendo's best-selling device. Nintendo's journey began in 1983 with the Famicom, later known as the NES, which has left a lasting legacy for multiple generations of gamers. This connection to nostalgia has been instrumental in maintaining the company's momentum. Martens noted that Nintendo has cultivated a Disney-like aura through nostalgia and accessibility, allowing new players to engage with its characters seamlessly. As Nintendo prepares for the future with the Switch 2, which launched last June, the portrayal of its characters in movies and theme parks will be increasingly vital. The best-selling game for the Switch 2, "Mario Kart World," illustrates how these beloved franchises drive sales. However, the company faces the challenge of continually reinventing its IPs, as the risk of beloved characters becoming outdated looms. Serkan Toto, CEO of Kantan Games, cautioned that while fans currently embrace the top franchises—Zelda, Mario, and Pokémon—there is a looming necessity for Nintendo to develop new ideas and characters to remain relevant in the coming decades.