Beside diversifying into smartphone games, Nintendo is also planning to boost its profits by expanding the range of products it's willing to license its popular IP to. Here in Japan, we're starting to see the fruits of that initiative — the company just released Animal Crossing and Splatoon stickers on popular chat app Line, for example, and Kokuyo's famous Campus line of notebooks is getting Super Mario special editions next month.
But this might be the most extravagant crossover to date: high-end department store Takashimaya will sell Super Mario Bros.-branded osechi-ryori, or traditional New Year food, to celebrate the series' 30th anniversary. Osechi refers to a variety of food that most Japanese families eat together at the beginning of the year; it's sort of like an extravagant, colorful bento box where each item has its own symbolic cultural meaning. Some of the food in the Mario set features design inspired by the series, and it comes with a set of 16 collectors' cards.
Osechi is a thing you have to order in advance — customers in Japan can make their orders for Takashimaya's Super Mario Bros. set from tomorrow until Christmas Day, and it'll set them back ¥27,000, or about $226. That's actually not super expensive for special-edition osechi from Takashimaya, which sold up to three gold-encased sets a few years ago for ¥18 million — $229,000 at the time. And this year, the store has a ¥496,800 ($4,149) set that comes in luxurious Wajima-nuri lacquerware.