So while that aspect was definitely pushed and expanded by NOA's marketing it's not something they completely made up, it's just most likely their way of attempting to bridge the vastly different settings of Mario Bros. was meant to be in the sewers of New York city and that Mario is indeed Italian-American. Shigeru Miyamoto has clarified in interviews that the setting of the arcade game Mario Bros.However, ideas such as the Koopalings beings Bowser's kids and the Mario Brothers having a last name (but it doesn't have to be Mario) can be reinserted without significantly contradicting any of the past games. Now, yes, granted, Nintendo probably can't bring back the "Mario and Luigi are from New York" idea without getting complaints from those who remember Super Mario World 2: Yoshi's Island and the Mario & Luigi series. While Mario and Luigi get to keep their accents and the American names are kept (due to making sure the series still has a strong sense of familiarity), any of the plot points that NOA have made up seem to be phased out if not removed. However, after when the leadership changed for Nintendo and NOA, then NOA had a smaller role over what they can do about Nintendo. Back in the 80's and 90's, when NOA was run by Minoru Arakawa and Howard Lincoln, both men (particularly Howard) had a more active role in Nintendo's business and then president of Nintendo, Hiroshi Yamauchi, basically for the most part gave them free reign over what to do with the American Branch of the company. The real reason why the ideas that NOA had with the Super Mario Bros series are seemingly being phased out is due to how NOA has a smaller role in the company than it used to.Ideas such as Mario and Luigi having a last name at all, that they are plumbers from New York who got into the Mushroom Kingdom via a Warp Pipe, and that the Koopalings are Bowser's children were all made up by NOA at the time.
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