Today Japanese toy manufacturer Takara Tomy announced that it'll release a version of its popular fashion doll Licca-chan dedicated to Nintendo's icon Super Mario Bros.
Those unfamiliar with Japan may not be aware that Licca-chan is one of the most popular toys in the country, usually compared to Barbie in terms of importance in the Japanese toy market for young girls. 60 million Licca-chan dolls have been sold as of 2017.
The version dedicated to Mario (named "Super Mario Daisuki Licca-chan" or "Licca Chan Loves Super Mario" translated from Japanese), releases on Friday, March 10, 2023, and is priced at 5,280 yen including taxes, which approximately translates to $40 at the current exchange rate.
The box, targeting girls three years old and older, includes the doll wearing Mario's iconic overalls and star earrings, hat, shoes, a background for display, a stand, a question block bag, and some paper accessories including a superstar, coin, and mushrooms.
The background is reversible to represent a house interior and an exterior scene in the Mushroom kingdom with Peach's castle in the distance. Of course, she's in another one. Interestingly, as far as I'm aware, there was never a Princess Peach Licca-chan doll, albeit she's had plenty of pink princess dresses.
When it releases, the doll will be available at toy stores nationwide, on top of department stores, mass retail, and online retail.
To celebrate the occasion, Takara Tomy also announced a series of discounts for its older Super Mario products, which include dedicated versions of the Pop-up Pirate and Game of Life tabletop games and a fashion ring collection.
This is certainly interesting, considering that Licca-chan is an institution among Japanese toy products. Super Mario Bros. may be rather old, having thrived since 1985, but Licca-chan is older. She has been a staple among toys for young girls for generations, since 1967. Recently, her profile has been updated to match the times, adding "posting on social media" to her hobbies. Now we can check the "dressing up as Super Mario" box as well.