Mario's creator Shigeru Miyamoto wants Mario to be Nintendo's character the leads the frontal assault on Disney. The eventual plan is for Nintendo to replace Disney's Mickey Mouse and for Mario to become the most recognizable character in media.
https://www.tweaktown.com/news/68955/marios-personality-change-nintendo-plans-usurp-mickey-mouse/index.html
https://www.tweaktown.com/news/68955/marios-personality-change-nintendo-plans-usurp-mickey-mouse/index.html