Nintendo co-founder and legendary game designer Shigeru Miyamoto has revealed that the company is actively exploring ways to introduce new characters beyond its flagship franchises like Mario and The Legend of Zelda into global entertainment.
The comments came during a recent investor Q&A session, later published in English translation by Nintendo, where executives outlined the company’s long-term intellectual property strategy.
The discussion centered on Nintendo’s ongoing efforts to expand its reach beyond traditional gaming platforms into movies, mobile apps, theme parks, and digital media ecosystems.
Miyamoto on Nintendo’s Evolving IP Strategy
Nintendo president Shuntaro Furukawa reaffirmed that the company’s core strategy of expanding access to its intellectual property will remain unchanged in the Switch 2 era. Miyamoto expanded on this direction, reflecting on his early reservations about bringing game characters into other media.
Speaking during the Q&A, Miyamoto explained that he was initially cautious about extending characters beyond games, fearing it could limit creative flexibility. However, his perspective shifted as Nintendo broadened its platforms.
“While there is a limit to how many people dedicated gaming platforms can reach, smartphones, movie theaters, and online platforms allow us to connect with a much wider audience,”
Miyamoto said, according to the official transcript.
He emphasized that exposure across multiple media channels ultimately strengthens interest in Nintendo games, noting that consumers often buy consoles specifically to experience franchises like Mario or Zelda.
Global Expansion Through Multiple Media Channels
Miyamoto highlighted recent initiatives such as Pikmin Bloom as examples of successful cross-platform engagement, particularly in regions like South Korea and Taiwan. He described these efforts as
“activities that sow seeds around the world,”
reinforcing Nintendo’s strategy of gradually building global familiarity with its intellectual properties.
According to the same investor briefing, these initiatives are now considered high-value business segments with strong profitability and long-term growth potential.
Nintendo’s expansion strategy already includes films, theme park collaborations, and mobile gaming experiences, signaling a broader transformation from a game developer into a multimedia entertainment brand.
New Characters Beyond Mario and Zelda
One of the most notable remarks from Miyamoto hinted at the creation and global introduction of entirely new characters, not just expanded appearances of existing franchises.
“Going forward, we would like to bring not only Super Mario and The Legend of Zelda, but also new characters to the world,”
he stated during the Q&A session.
While Nintendo has not confirmed specific projects, industry observers suggest this could include original characters introduced through films, streaming content, or mobile applications. Recent experiments like animated shorts and app-based mascots indicate the company is already testing new storytelling formats outside traditional gaming.
