https://techcrunch.com/2021/07/12/this-limited-edition-super-mario-smartwatch-will-run-you-2150/

Those who’ve followed Nintendo with any sort of frequency over the years know the gaming giant has a tendency to be extremely protective with its IP. Ultimately, it’s probably for the best that the market wasn’t flooded with cheap Mario knickknacks the way it easily could have been.

In recent years, however, the company has seemingly loosened its approach, more readily embracing brand partnerships in ways it has shunned in the past. Heck, we’ve even gotten a bunch of mobile games and a theme park out of the deal.