Super Mario Odyssey is bringing Mario and his new friend Cappy to the Nintendo Switch. First revealed at E3, gamers lost their minds at the thought of possessing other creatures, especially a T-Rex.

In the game, Princess Peach is kidnapped—yet again—and Mario finds an unexpected ally in Cappy, a hat that allows its original wearer to transfer his consciousness into something else. This allows Mario to toss Cappy onto objects, enemies, people and more, thus “capturing” them to overcome obstacles or just have fun. Cappy can also be tossed into the air to aid in special jumps.

Nintendo UK invited fans to “capture” items of their own by offering a cut-out of Cappy and Mario’s signature mustache. Nintendo’s UK’s twitter shared fans’ uploaded Cappy shots with hashtag #CapturedByCappy.

In the game’s theme of Mario embarking on a journey, Nintendo took the famous plumber and his new game on the road. A special tour bus drove from California to New York, stopping at events along the way to offer demos, prizes and photo ops with Mario. The tour culminated in a launch celebration at the Nintendo New York store, where the first 200 attendees could purchase a copy of Super Mario Odyssey.

Mario isn’t the only one who set out on an odyssey. Nintendo game developers Yoshiaki Koizumi and Shinya Takahashi took a globetrotting tour of San Francisco, France, Germany, London and more, bringing their Nintendo Switch and posting photos from the official Nintendo and Super Mario social channels.

If there’s one thing Mario has done a lot of since 1985, it’s jumping, and that tradition continues with Super Mario Odyssey—the title became the second-best-selling game on Amazon for 2017 before it even launched.

Nintendo released a music video called “Jump Up, Super Star!” that earned over 9.2 million views over the span of two weeks. A full version of the song is available for purchase through iTunes, and the lyrics are printed inside each case for Super Mario Odyssey.

Mario’s character spans multiple gaming generations, and Super Mario Odyssey taps into that nostalgia by including homages to some of the classics, such as the first Super Mario Bros. game for NES or Donkey Kong.

“There’s a bit of nostalgia in some of our advertising for those parents that grew up gaming and now want to introduce it to their kids,” Doug Bowser, senior vice president of sales and marketing at Nintendo of America, told AListDaily. “It’s another great catalyst to get them to jump in and start bringing their kids to games. What we love about our properties is that so many of them are family and kid-friendly, and it’s a great place for parents to engage in gaming with their kids.”

For those parents or kids with an iPhone, Super Mario Bros. and 8-bit versions of Super Mario Odyssey characters are available as digital stickers for iMessage to keep the nostalgia conversation going.

One celebrity with a seemingly endless supply of nostalgia for Mario is Jimmy Fallon, The late-night talk show host is known for being a lifelong fan of Nintendo, and enthusiastically debuted the Nintendo Switch on The Tonight Show along with games like The Legend of Zelda: Breath of the Wild and mobile game Super Mario Run. Fallon posted a video of himself playing Super Mario: Odyssey, specifically the New Donk City level, which is inspired by New York City, which earned over 120,000 views on its first day.

All in all, this could be a positive promotional trend for Nintendo, which kicked off when Link saved the “House of Mario” with Breath of the Wild.