At the start of the year, Nintendo's President Shuntaro Fukukawa spoke about the company expanding beyond its core business dedicated to video game platforms, in order to increase the number of people who have access to its IP. He went on to state how the company was starting to see the results with the opening of its Tokyo Store in Japan.
Now, in that recent 12-page interview with Famitsu, Nintendo's iconic game designer Shigeru Miyamoto has reiterated the points the president made at the start of the year - explaining how the Japanese company wants to expand into a "variety of settings" with its video game characters by collaborating with various other companies. Here's the full translation (thanks once again to Oni Dino of Nintendo Everything):
We want to expand our video game characters to a variety of settings – not just in games, all while keeping their value. In other words, we’ll be collaborating with various other companies. If we’re able to accomplish that, we can create more opportunities for people to make contact with our characters on a much larger scale than usual.
Thinking outside of the realm of video games, Nintendo is moving into theme parks with the assistance of Universal Parks & Resorts. Furukawa has previously said it's an "especially large" initiative to expand the number of people who have access to Nintendo IP. There's also a motion picture in partnership with Illumination in the works, which is currently targeting a 2022 theatrical release.
How do you feel about Nintendo collaborating with other companies to expand its characters beyond video games? Share your thoughts below.
[source nintendoeverything.com]
Comments 39
Considering the success of the Switch and the staggering number of Mario based software sales in the past 3 years I recently discovered that there is basically no Mario merchandise out there. My son is obsessed with the whole world of Mario, yet all we have is a terrible old animated show on Netflix and some incredibly hard to get and price inflated Knex figures on eBay to track down.
I'm literally ready to throw money at Nintendo but can't, instead some scalpers on eBay are making a tidy sum.
I hope the Illumination movie brings with it a raft of associated merchandise and hopefully a Lego licence.
Pretty much a no-brainer here. Nintendo has so many iconic characters. Time to utilize them to their full potential.
He truly is the Walt Disney of his time, at least in terms of creativity and scope and vision
Miyamoto wants us to go beyond. PLUS ULTRA!
@ukaskew In America there’s a decent amount of Mario toys. Plushes and action figures can be found in most Targets. You can also find action figures (which are Nintendo, not just Mario but 2/3 of them are Mario characters), interlocking level sets that come with enemies and characters, and Mario Kart RC karts and tracks. They used to be a lot more common back when Toys R Us was open since they had an entire aisle of Nintendo toys which was separate from their Pokémon section.
Yeah like Levi jeans!
First thing that came to mind when reading this headline was, "Metroid Movie".
Super Nintendo World looks to be better than anything Disney has done in their theme parks in over a decade. I'm nervous about the Mario movie... but (against all odds) the Sonic movie was really fun and did well at the box office. Maybe there's hope!
Between all of this and the Switch's success, Nintendo is rapidly becoming one of the last fully independent media companies that still controls their IP.
I wonder what all will develop from this beyond what we already know. It'll be an interesting development for sure.
Unfortunately with his penchant for ignoring stories, I don't think this will work well. But we'll see I guess.
I'd prefer the characters to go IN video games at the moment. Some announcements please? Hard as this may be to comprehend, not every Nintendo fan is an Animal Crossing fan.
It might actually be a good thing for Nintendo to do this sort of thing. Think about all the dormant franchises that could be given another chance by exposing them to other forms of media. How many people would say no to an R.C. Chibi Robo?
@Crockin Yeah, they also have a reputation for being a bit temperamental at times although I think Disney might have been worse.
@Trajan which is why I think Illumination was the perfect choice for the Mario movie. When it comes to their movies, I only like the first Despicable Me movie and the Lorax. Oh, Sing was also fun. But, I have to give them credit for making movies that have wide appeal, even when the stories aren’t that great, or are paper thin. They know how to make “cartoony” animated movies, that feel like classic Looney Tunes shorts. I hope I’m making sense! Nintendo had to have seen their previous movies before deciding to go with them. Their previous attempt at the movie business is too legendary, for all the wrong reasons, for them not to carefully consider which studio to go with. I say all that to say, Mario games have never been about story. But the worlds have always been colorful and full of life and zaniness. Illuminations style of making movies would be perfect for bringing the world of Mario to the big screen. The only other studio I can think of that could rival it is Sony’s animation studio. But, they don’t have the box office track record Illumination has. Also, Illumination is great at making movies far cheaper than the competition.
Almost no Nintendo franchises get cafe collab events (outside of permanent Kirby and Pokemon cafes) in Japan so I would love if Nintendo did a collab cafe with a rotating menu themed on Nintendo games (with some popular 2nd/3rd party items to) and even special limited time menu events for big Nintendo releases.
Imagine a Metroid Prime 4 themed cafe or BOTW 2!
@Elvie both perfectionists for sure, we just know so much more about Disney’s day to day. Common thread among creatives with a vision, for better or worse
Animes please!?
@Crockin Not even freaking close. Miyamoto is fickle. One year he is saying that there is no room for story in video games, the next he's embracing other mediums, and another he's forcing idiotic controls onto games.
His vision all depends on how well the Mario movie is received.
I think it would have been wiser for Nintendo to have added a story-telling / animation studio in-house, creating shorts for youtube other than seek a partnership.
@Muddy_4_Ever I pray it stays that way!
@ukaskew What country are you in? This was just a little surreal to read considering I live in a small American town, less than 50,000 people, and I can still find Mario toys at the GROCERY STORE, and not a big chain like Target either. I can't speak for other places but in America there seems to be a good amount of market saturation.
@ukaskew There’s actually an awesome line of action figures produced by Jakks that include figurines and articulated figures. My daughter even has Bowser’s Castle. There’s also really awesome sheets that we picked up from Target.
@Zebetite I'm in the UK. Our supermarkets are full of Avengers, Fortnite, Lego (and even Sonic) but no Nintendo, there are no official figures or anything currently available in the UK to my knowledge.
We recently went to Hamleys in London (presumably the biggest toy store in the UK) and apart from a lamp they had absolutely nothing. I don't believe Jakks have a UK distributor.
@ukaskew I'm in the US. Target has a good amount of plushies, like giant Murshrooms / Shells, Mario and Luigi dolls. I haven't seen the like in supermarkets. Just Kelloggs Mario branded fruit gummies.
I live in the US. New England (Massachusetts) to be exact. And I have to agree with @ukaskew in that I find Nintendo's merchandising offerings (maybe outside of graphic tees and backpacks) to be lacking. Not that it doesn't exist. But I can definitely say that every Target and Walmart I've been no to has been really inconsistent in what types of Nintendo figures, plushies and just general merchandise they offer.
I don't know if it's Nintendo thing, not committing to having a wide berth of offerings available in more places or if it's the big box stores not finding the value in Nintendo related toys enough to give it the kind of exposure a Disney or Barbie has and those brands have their own, really well done dedicated displays taking up almost an entire side of an aisle.
I go to Target and Nintendo plushies and stuff is relegated to a clearly ignored aisle in the video game section that tends to look like it hadn't been touched in years. Walmart may have a radio control Mario Kart racer or two in the toy aisle. But again, other Nintendo merchandise is relegated to unkept shelves in the electronics sections. And if you don't look on the bright very bottom shelf in the checkout aisle, you would never know they carry World of Nintendo figures.
So I agree with @ukaskew in that I hope this new initiative leads to a much greater attempt in putting Nintendo's merchandising offerings out there and maybe expanding what they tend to offer. I know the idea of more Nintendo World stores is probably out of the question. What I would love to see is Nintendo be bold and try to get a bigger footprint in a Target or Walmart aisle. Displays that equal or rival Barbie or Disney Princesses. A World of Nintendo section in an aisle would be awesome to see
@LUIGITORNADO you are incredibly confused about anything concerning Nintendo/miyamotos philosophy on game design. Additionally you don’t remotely understand the comparison I’m drawing
@ukaskew Woah there, don't go around insulting the Super Mario Bros. Super Show!
@Muddy_4_Ever While Super Nintendo World is looking pretty great, I think Disney really set the bar high for immersion with Galaxy's Edge. However, it seems like Universal is really striving to attempt to do the same with Super Nintendo World, so I'm definitely excited to see what they bring to the table.
Well they have signed with a theme park, they have dipped their toes into the movie and tv world without much success. I've seen Mario greeting cards and wrapping paper, lunch boxes, clothing, back packs, watches by Citizen, mobile games, toys, McDonald's etc. I've even seen a Mario Chess set and a Monopoly game.
What I haven't seen is Mario lego, or Mario on the PlayStation.
I find it crazy how many people here say they can't find Nintendo stuff. The nearest area to me with lots of shopping is a town of less than 10,000 people and you can easily find figures, plush, clothes, pillows and other bedding and other knick knacks with Nintendo stuff on it. The World of Nintendo stuff is in the toy section too, with other toys, not the electronics dept. I'll note I'm also in Atlantic Canada.
Anyway, I don't care if they get into theme parks and stuff, because it'll never be anywhere near to me. Good for them all the same, though, expanding their franchises into other places. Always good for business to get your name out there as much as possible.
How's this for a suggestion - Legend of Zelda: Secret Cinema
Not a film I know. But having been to the Stranger Things one recently, they didn't use a film screening but ended with an acted performance recreating many scenes of the show. Imagine they created a small part of Hyrule and acted out key scenes from across the games. I would go multiple times.
Stick with what you’re good at Nintendo- making quality games. This theme park and other franchising endeavors is a really bad idea and just lessens your image...
Another factor to consider, folks - we are not Japan. Nintendo's always going to put Japan first due to that audience being local. Example: The metric tons of Splatoon merchandise in Japan that hasn't appeared elsewhere, or has trickled out. If Nintendo has their characters go beyond video games, it'll be in Japan first and everywhere else MAYBE later.
@ukaskew Here is a link to Nintendo's official Amazon merchandise page: https://www.amazon.com/nintendomerch
I've said it before and I'll say it again. A brand new Fire Emblem Anime where each arc covers one of the games!
I would love to see that!
@Crockin if anyone is confused it’s Miyamoto. Guy must be senile to think Star Fox Zero was a good idea.
More importantly Miyamoto hasn’t developed anything great himself in years.
@ukaskew
Just yesterday, I found myself in Smyth's. They had some official Mario plushies (some with sound effects), and some figures (including a lovely Boo!). They also had some cool mugs. It wasn't exactly a huge range, but there was some nice stuff there. I am not sure if every branch of Smyth's stocks the same lines, but maybe have a peek if you have one near you?
With quality control (any 80s kids remember the seal?), this is all great news
@LUIGITORNADO don’t be a dunce. He only reinvented how video games are designed like 3-4 times over. Do you.....do you know who he even is?
We want a Star Fox and a Metroid Movie!!! YESTERDAY
@BubbleSymphony I should have mentioned in my original post that I live in the UK, we don't get any of the stuff people have mentioned. Even our biggest toy stores (such as Hamleys) do not carry Nintendo merchandise/toys.
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