Nintendo counting on forays beyond video games to boost fans

TOKYO (AP) — Nintendo hopes to leverage a new Super Mario movie, various merchandising and theme parks to draw more people into playing its video games, President Shuntaro Furukawa said Wednesday. 

Nintendo content, including Donkey Kong and Pokemon, has drawn fans over more than four decades, with parents and grandparents now playing games with children. But the intellectual property now extends beyond games, Furukawa told reporters and investors in an online presentation. 

Among the key efforts for what he called “building a relationship” with game lovers was “The Super Mario Bros. Movie,” set to be released in April next year. There are also theme parks like the one that opened in Japan’s Universal Studios more than a year ago featuring restaurants, merchandising and rides, said Furukawa. A Nintendo theme park is set to open early next year in Hollywood in the U.S.  

Special events, pop-up stores and mobile applications also help draw players, according to Nintendo. Nintendo’s mobile downloads now total 800 million in more than 160 nations and regions around the world. Merchandising includes collaborations with other companies like Lego.