If you spent any time in the 1990s wandering the aisles of a Toys "R" Us or browsing a Sears Wishbook, you know that Mario wasn't just a video game character. He was a branding juggernaut. But amidst the standard plastic figurines and cheap bedsheets, there was this one specific, slightly bizarre product line that basically asked kids to "vandalize" their favorite hero. It was the Color Me Mario plush, and honestly, it’s one of the most interesting footnotes in Nintendo’s massive merchandising history.
Most people don’t even remember these.
They weren't your typical soft, cuddly Mario dolls. Instead, they were made of a specific, almost papery fabric—often a white or light-colored canvas—designed to soak up ink. The whole pitch was simple: take these included markers and give Mario a makeover. Want a green hat? Go for it. Purple overalls? Why not? It was peak 90s "creativity" marketing, capitalizing on the same DIY energy that gave us tie-dye kits and Doodle Bears.
The Weird Origin of the Color Me Mario Plush
The early 90s were a lawless land for Nintendo licensing. Before they tightened the reigns on exactly how Mario’s mustache should be curved or what shade of blue his overalls had to be, companies like BD&A (Bensussen Deutsch & Associates) and Kellytoy were churning out all sorts of variations. The Color Me Mario plush usually fell under these types of licensing deals.
It’s worth noting that "Color Me" wasn't just a Mario thing. It was a trend. However, seeing a mascot as strictly defined as Mario being handed over to children as a literal blank canvas was a bit jarring. You’ve gotta realize that back then, we didn't have "skins" in games. If you wanted a different-looking Mario, you had to physically paint him.
Most of these sets came in a box with a set of "magic" markers. I say magic because they were supposedly washable. In theory, you could color Mario, toss him in the washing machine, and start over. In reality? The ink almost always left a muddy, grayish stain behind after the first wash, turning your pristine plumber into a swamp monster.
Why Collectors Are Obsessed with the Blank Canvas
Finding one of these today is a nightmare for collectors. Think about it. The entire purpose of the toy was to be drawn on. Finding a Color Me Mario plush in its original, uncolored, "deadstock" condition is like finding a needle in a haystack made of needles.
Most of the ones that pop up on eBay or at retro gaming conventions look... rough. We're talking three decades of faded marker stains, "tattoos" drawn on Mario’s face by a bored eight-year-old in 1994, and significant yellowing of the fabric.
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But for the hardcore Nintendo historian, that’s the charm.
There’s a specific nuance to 90s plush collecting that involves "tag hunting." If you find a Mario with the original BD&A tush tag and it’s still white, you’ve hit the jackpot. These items represent a transition period where Nintendo was experimenting with how much they could "stretch" their IP. They weren't just selling a character; they were selling a craft project.
The Different Versions You’ll Actually Find
It wasn't just a single Mario doll. The line actually expanded into a few different styles, though they are often lumped together by sellers who don't know the difference.
- The Classic Standing Mario: This is the most common. He’s usually around 8 to 10 inches tall, standing upright, with his hands out as if to say, "Please, give me a sleeve tattoo."
- The "Yoshi" Variations: Occasionally, you’ll find the companion Yoshi version. These are even rarer because, frankly, fewer people bought them. Colorable Yoshi was a bit of a harder sell when the character was already green.
- Mini-Clip-ons: There were smaller versions intended to be hung from backpacks. These are almost always ruined because they lived on the outside of school bags in the rain.
The "Washable" Lie and the Survival Rate
Let’s be real for a second. The "washable" aspect of the Color Me Mario plush was mostly a marketing gimmick. The fabric used was a brushed polyester or a heavy canvas-like material. While the ink was water-soluble, it didn't just "disappear."
If you’re looking to buy one now, you need to be careful. A common trick among sellers is to use oxygen-based cleaners to try and bleach the fabric back to white. This often destroys the structural integrity of the plush, making the fabric brittle. If you touch a vintage Mario and it feels crunchy? Walk away. That’s chemical damage.
The true "holy grail" for a fan of this niche is the boxed set. The box art for the Color Me Mario plush is quintessential 90s—bright neon splashes, chunky fonts, and photos of kids looking way too excited about coloring a hat. Seeing the original markers still sealed in their plastic wrap is a time capsule.
How to Clean and Preserve a Vintage Plush
So, let's say you actually found one. Maybe it's in your parents' attic or you snagged a "well-loved" one at a garage sale for five bucks. How do you handle it?
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First, stop thinking about the washing machine.
Modern collectors use a method called "dry cleaning" with specialized foams, or very careful spot cleaning with distilled water and a tiny drop of gentle detergent. If there is marker on it from 1995, it’s probably permanent by now. The pigments have bonded with the fibers. Instead of trying to erase the history, most collectors just accept it. A Color Me Mario plush with a kid's name written on the foot is a piece of folk art. It tells a story about how that toy was used.
If the plush is "deadstock" (uncolored), keep it out of direct sunlight. The white fabric used in these toys is notorious for "foxing"—those little brown spots that appear over time due to humidity and light exposure.
Spotting the Fakes (Yes, They Exist)
You wouldn't think people would counterfeit a niche 90s craft toy, but the "retro" boom has changed everything.
Watch out for modern "fan-made" versions. Some people take white sublimation plushies and try to pass them off as vintage. The giveaway is always the tag. A real Color Me Mario plush from the 90s will have a specific copyright date (usually 1992, 1993, or 1997) and a physical, woven tag. If the tag looks like it was printed on a home inkjet printer or feels like cheap satin, it’s a fake.
The Cultural Impact of "Interactive" Merch
Why does this even matter? It matters because the Color Me Mario plush was one of the first times Nintendo allowed the consumer to change the character. Today, we have Super Mario Maker where we build the levels. We have "skins" in Super Smash Bros. In the 90s, this plush was the only way to have a "Fire Mario" or a "Luigi-colored Mario" if you couldn't find those specific toys at the store. It was a precursor to the massive "custom toy" movement we see on Instagram and TikTok today.
People love to customize. They love to make an icon their own.
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The rarity of these items today is a testament to how much they were actually used. They weren't "collector's items" back then. They were toys meant to be used, drawn on, washed, and eventually thrown away when they started looking too gross. The survivors are the outliers.
What to Look for When Buying
If you’re scouring the secondary market, keep these specific details in mind. They’ll save you a lot of money and heartbreak.
- Check the seams: The canvas material is prone to fraying. Check the "armpits" and the neck area for split seams.
- Smell it: Not to be weird, but vintage plushies often hold onto "attic smell" or cigarette smoke from decades ago. That smell is nearly impossible to get out of the canvas material.
- The Marker Test: If the markers are included, they are almost certainly dried up. Don't try to use them. They can leak or crumble, ruining the plush inside the box.
- Color Bleed: Look for "halos" around any colored areas. This indicates the plush was gotten wet at some point, causing the ink to spread into the stuffing.
Actionable Steps for the Aspiring Nintendo Historian
If you want to add a Color Me Mario plush to your shelf, don't just search "Mario doll." You have to be specific. Use search terms like "Vintage Mario DIY plush," "Washable Mario 1990s," or "BD&A Color Me series."
Check local "lot" listings. Often, a parent will sell a big bag of "old Mario toys" for $50, and hidden at the bottom is a dingy white Mario that everyone else ignored. That’s where the deals are.
Once you get it, don't try to make it perfect. The beauty of the Color Me Mario plush is the imperfection. Whether it’s perfectly white or covered in a toddler's scribbles, it represents a weird, experimental era of gaming history that we’re likely never going to see again in the same way. Nintendo is too protective of their brand now to let you draw a mustache on Mario's forehead.
Buy a display case. Keep it dry. And for the love of all things retro, keep the Sharpies far away from it.
Next Steps for Collectors:
- Verify the manufacturing tag (Look for BD&A or Kellytoy).
- Inspect for "crunchy" fabric which indicates chemical bleaching.
- Store in a UV-protected case to prevent the white canvas from yellowing.
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