Walk into any Target or Walmart right now. Head straight for the toy aisle. You’ll see them—rows of bright red packaging with that iconic M logo. Super mario action figures are basically everywhere, but if you think they’re all just cheap plastic toys for kids, you’re missing the actual story of what’s happening in the hobby right now. It’s gotten weird. Collecting these things used to be straightforward, but between the Jakks Pacific retail dominance and the high-end import market from companies like S.H. Figuarts or Medicom, the landscape is fractured.
Honestly, it’s a bit of a mess for the uninitiated.
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I remember when the only way to get a decent Mario figure was to hunt down some obscure Japanese gashapon or settle for a stiff, barely poseable vinyl doll. Today? You can buy a Mario that has 20 points of articulation and can pull off a perfect triple-jump pose. But you can also accidentally spend $100 on a counterfeit "bootleg" from a shady third-party seller if you aren't looking at the joints correctly.
The Jakks Pacific Era and the Scale Problem
Jakks Pacific has held the Nintendo license for what feels like forever. They’ve done something incredible: they made Mario affordable again. Their 4-inch line is the backbone of most collections. It’s cheap. It’s durable. You can find a basic Mario, Luigi, or Peach for about ten bucks.
But there is a catch that drives serious collectors up the wall. It’s the scaling.
See, in the games, the height difference between characters is specific. In the Jakks line, a Goomba is sometimes nearly as big as Mario. That’s just wrong. If you’re trying to build a world-accurate diorama, the Jakks "World of Nintendo" line will eventually break your heart because the Bowser is way too small compared to the 4-inch Mario. To get a Bowser that actually looks intimidating next to your Mario, you usually have to hunt down the "deluxe" versions or the older, massive 6-inch figures that are becoming increasingly rare on the secondary market.
The 2.5-Inch Micro-Universe
If you don't have a lot of shelf space, the 2.5-inch figures are kinda the way to go. They’re tiny. They’re "pose-limited," which is a fancy way of saying they move at the neck and maybe the arms, but that’s about it. However, this is where Jakks hides the deep cuts. This is where you find the weird stuff—Running Yoshi, Tanned Goomba, or even the different colored Yoshis that collectors obsess over.
It’s a low-stakes way to start. But beware. The 2.5-inch line is notorious for "repacks." You’ll see the same standard Mario figure in five different waves. It’s frustrating. You want a Larry Koopa or a Wendy, but you have to dig through ten "Open Arms Mario" figures to find them. Retailers tend to get stuck with the "peg warmers"—those common figures that nobody wants—which prevents new stock from hitting the shelves.
Why the S.H. Figuarts Mario is the "Holy Grail" (And Why It’s Gone)
Ask any hardcore collector about the best Super mario action figures ever made, and they will point to Bandai’s S.H. Figuarts line. These were released around 2014 and 2015.
They were perfect.
The plastic quality was premium. The articulation allowed for poses that looked like they jumped straight out of Super Mario Odyssey. They came with accessories like question blocks, coins, and pipes. But here’s the kicker: Bandai stopped making them. Because they are out of print, the prices on eBay have skyrocketed. A "New in Box" Figuarts Mario that used to cost $35 can now easily go for $80 to $120.
The secondary market is a minefield here. If you see an S.H. Figuarts Mario on a discount site for $20, it is 100% a fake. These bootlegs look okay from five feet away, but once you touch them, the limbs fall off and the paint is toxic-smelling. Real collectors look for the "Tamashii Nations" holographic sticker on the box. No sticker? No deal.
The Import Alternative: Good Smile Company
Then there’s the Nendoroid line by Good Smile Company. These are "chibi" style—big heads, small bodies. They aren't meant to be realistic. They’re meant to be cute. Mario and Luigi Nendoroids are famous for coming with a massive amount of "parts." You get different faces, different hats, and even "dust clouds" to put behind their feet so it looks like they’re running.
The problem? They’re fragile. These aren't toys for your nephew. They’re display pieces for a glass cabinet. If you drop a Nendoroid Luigi, his nose might actually scuff or his hat might snap. It’s a different vibe entirely from the Jakks stuff you can throw in a toy box.
The Movie Effect: The 2023 Shift
When The Super Mario Bros. Movie hit theaters, everything changed. Jakks Pacific released a separate line specifically for the movie. These figures look different. They have realistic textures on the denim of the overalls and life-like acrylic eyes.
Some people hate them.
They say the eyes look "uncanny" or "creepy" compared to the stylized, solid-black eyes of the game-accurate figures. But from a technical standpoint? They are some of the best-engineered Super mario action figures we’ve seen at a mass-market price point. The 7-inch Bowser from the movie line even breathes "smoke" (it’s actually water vapor illuminated by an LED). It was the holiday toy of the year for a reason. It showed that there’s a massive appetite for high-detail Nintendo toys that don't cost $100.
Rare Finds and the "Scalper" Problem
Let's talk about the Koopalings.
For a long time, if you wanted Iggy, Lemmy, or Morton, you were out of luck. When Jakks finally started releasing them in the 4-inch scale, they became instant targets for scalpers. You’ll rarely find a Roy Koopa just sitting on a shelf. People use inventory tracking apps to find out when the trucks arrive at stores, buy the entire stock of the "rare" character, and flip them for triple the price online within the hour.
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It’s the dark side of the hobby. To get a full set of Super mario action figures today, you either need to be incredibly lucky, or you need to join collector groups on Facebook or Discord where people trade at "retail plus shipping" prices. Avoid the "Mercari" markup if you can.
What to Look for in a Quality Figure
If you’re just starting, don't just buy the first Mario you see. Look at the "sculpt."
- Seams: Look at where the plastic meets. On cheap figures, the seam lines are thick and ugly.
- Paint Application: Check the "M" on the hat. Is it centered? Is the white bleed-over onto the red?
- Articulation: Does the head move on a ball joint, or just left and right? Ball joints allow for much more expressive posing.
The Future: LEGO and Beyond
We can’t talk about Mario "figures" without mentioning the LEGO Super Mario line. It’s not a traditional action figure. It’s a digital-analog hybrid. The Mario figure has a screen in his chest and a sensor in his feet.
It’s polarizing.
Traditionalists hate it because it doesn't look like a standard figure—it’s blocky and square. But kids love it because it’s interactive. It’s a sign that Nintendo is moving away from "just a plastic statue" toward something more technological. However, for the core collector, the hunt for the "perfect" articulated Mario continues. There are rumors of a new high-end line coming from a different Japanese manufacturer, but until that’s confirmed, the Jakks Pacific 4-inch line remains the king of the mountain.
How to Actually Build a Collection Without Going Broke
Buying everything is a trap. You’ll end up with a closet full of boxes and a drained bank account. Instead, pick a "lane."
If you want a "living room" display that looks classy, go for the S.H. Figuarts (if you can find them) or the Nendoroids. They look like art. If you have kids or you want to build a massive Bowser’s Castle scene, stick to the Jakks Pacific 4-inch line.
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Pro-tip: Check the "checkout lanes." Often, stores put 2.5-inch figures in the grocery checkout aisles rather than the toy section. This is where the "hidden" stock usually hides.
Your Next Steps for Collecting
Start by auditing what you actually want. Don't buy "Fire Mario" just because he's there if you really want the classic red and blue.
- Check Local "Mom and Pop" Toy Stores: They often have older stock that big box stores cleared out months ago.
- Verify Your Sources: If buying online, only use reputable hobby sites like BigBadToyStore or Entertainment Earth to avoid bootlegs.
- Focus on the "Anchors": Get a solid Mario, Luigi, and Bowser first. Everything else—the Shy Guys, the Piranha Plants, the Toads—are just "world builders."
- Join a Community: Look for "World of Nintendo" collector groups. They are the first to know when a new wave hits a specific region.
The world of Super mario action figures is surprisingly deep, and while it's easy to get overwhelmed by the sheer volume of releases, focusing on scale and paint quality will keep your collection looking like a curated gallery rather than a cluttered toy box. Stay patient. The "rare" figures usually get a re-release eventually if you wait long enough.