| Hi everyone, it's Jason. Rest In Peace, Mario (1981-2021). Although Nintendo Co. would never actually kill its beloved, lucrative mascot, the jokes are flying fast and furious following this week's removal of several limited-edition Mario games from physical and digital stores. On Wednesday, Nintendo stopped selling Super Mario 3D All-Stars, a compilation of classic Mario games. Shops are allowed to sell their remaining stock but won't receive more, and the game will no longer be available on the Nintendo Switch's eShop. The Japanese video game publisher also took down Super Mario Bros. 35, a competitive online game in which players race to beat levels. These removals weren't abrupt or unexpected. When Nintendo first announced the Mario games last fall, it made clear that they had an expiration date at the end of March. Plenty of companies do special releases for physical merchandise, such as Nintendo's own NES and SNES Classic consoles a few years ago. But limiting the digital versions was unusual and caused a stir. Digital games cost nothing to manufacture and have no supply constraints. Pulling Super Mario 3D All-Stars from Nintendo's eShop struck players as ill-advised and unfair. What if they couldn't get a Switch until later this year? Hence the Mario jokes. The internet decided to pay tribute to Nintendo's seemingly rash decision by ironically declaring that the company had executed the plumber. There were funerals for Mario, incredible gifs, and all sorts of social media posts. The jokes were so widespread that CNN reported on them as if they were serious, writing that fans "have speculated that it may mean Mario's life will be ending."
The chances of Nintendo killing Mario, the best-selling game franchise of all time with hundreds of millions of copies sold, are about the same as the Walt Disney Co. doing away with Mickey Mouse. The mustachioed, Italian plumber isn't going anywhere. There are still dozens of other Mario-themed games available to buy in stores and online, including Super Mario 3D World + Bowser's Fury, which came out in February for Switch. Nintendo hasn't said why it gave such a short window to the two limited-edition Mario games. The most common theory is that imposing scarcity would bolster sales for the company's fiscal year, which ended March 31. Nintendo of America president Doug Bowser wouldn't give a clear answer to Polygon last year, only offering that this was a strategy tied to the 35th anniversary of Mario's first game, Super Mario Bros. He did add that Super Mario 3D All-Stars had "done very, very well," selling more than 2.6 million copies in the U.S. A more charitable explanation comes from my Bloomberg colleague Takashi Mochizuki. In Japan, Mochizuki pointed out, ephemerality is often considered beautiful. Just as the cherry blossoms appear for only a short time every year, so too did Super Mario 3D All-Stars and Super Mario Bros. 35. We'll miss you, Mario. – Jason Schreier | 
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