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

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Nintendo

arguably has the most recognizable characters in video games, from Super Mario to Pokémon.

Now, more than ever, the Japanese giant is expanding the footprint of its valuable intellectual property (IP) across movies to merchandise and theme parks, betting on nostalgia and new gamers, to drive sales of its flagship Switch 2 console and key games.

“These characters, like Mario and Pikachu, they’re obviously Nintendo’s main IP franchises, and because they are so recognizable, they have a massive appeal,” Reuben Martens, a lecturer in film and media studies at Manchester Metropolitan University, told CNBC.