Super Mario Turns 39: A Lesson in IP Brilliance

This week in 1985, Super Mario Bros. hit the world by storm, and for many of us born in the '80s—myself included—Super Mario was a big part of our childhood. Fast forward almost four decades, and Mario has become much more than a video game character. 

He’s a global pop culture icon!

From the start, Nintendo was smart about protecting their trademarks and intellectual property (IP). They knew that safeguarding Mario’s identity was key to the franchise's success, and it worked. 

Today, Super Mario is one of the most successful video game series of all time.

As an IP attorney, I’ve followed this case closely. Nintendo’s IP strategy is impressive—they’ve registered over 650 trademarks in the EU alone! Names like Mario, Luigi, Goombas, and Bowser are all protected. 

They’ve even secured 3D trademarks for characters like Donkey Kong, Princess Peach, and Koopa Troopas. It doesn’t stop at video games either; these rights cover everything from clothing to theme parks and even movies.

So, while we celebrate 39 years of jumping through pipes and stomping on Goombas, let’s also give a nod to the power of a solid IP strategy that turned Super Mario into the legendary brand it is today!