Nintendo Catches Flak for GenAI Use in My Mario Toys

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Nintendo is facing criticism regarding ads for its new line of Mario toys. Some fans believe the advertisements may have used generative AI, and they’re concerned about the way hands are depicted holding the toys – not the toys themselves. The issue isn’t with the product, but with how it’s presented in the advertising.

Generative AI is increasingly being used in game development, with studios employing it for tasks ranging from initial planning to full game creation. However, with recent layoffs in the gaming industry, many gamers are strongly opposed to AI’s use, fearing job losses and wanting to maintain the quality and artistic value of games.

Fans Question if Nintendo Used Generative AI in Ads

Image via Nintendo

Nintendo has largely avoided using generative AI in its games, a decision many fans have praised. Company president Shuntaro Furukawa stated in July 2024 that Nintendo planned to keep the technology out of its first-party game development. However, recent advertising for the new My Mario line of toys and games, launching in February, sparked some debate. A discussion on the ResetEra forum began on January 9th when fans noticed a potentially AI-generated image in a Nintendo of America social media post. The image showed someone holding a plush Mario doll, and the unusual position of their thumb led some to believe AI was used to create the image.

A photo within a collage, located in the bottom right corner, shows a baby on its mother’s lap. The mother is holding a doll of Nintendo’s popular character. However, the way the mother’s thumb is bent—only at the middle joint—looked strange to many viewers, leading some to believe it was broken or that the photo was created using artificial intelligence. It’s commonly known that unusual hands are a key sign of AI-generated images. But fans investigated further and found details like consistent textures in the fabric and matching background elements across the series of photos, suggesting the images were real. As a result, many people changed their minds, concluding the odd thumb position was likely just a result of clumsy photo editing.

Image via Nintendo

The social media post sparked outrage among many Nintendo fans, regardless of whether they thought the artwork was created using artificial intelligence or were simply defending Nintendo from what they saw as unfair accusations. Although Nintendo has maintained its position against using AI in its own games, some are now questioning that commitment. This came after Nintendo denied reports that it was actively working with the Japanese government to restrict generative AI, rumors which began following Nintendo’s legal action against the creators of the game Palworld for copyright infringement.

Image via Pocketpair

Beyond Nintendo, many other people in the gaming world are speaking out against using AI, like Bruce Straley, a co-director of The Last of Us. This opposition is particularly strong within the independent game development scene. Alex Kanaris-Sotiriou, creative director at Polygon Treehouse, has even created a ‘No Generative AI’ seal that indie developers can display to show their games were made entirely by humans – a nod to the original Nintendo Seal of Quality.

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2026-01-09 23:38