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Was Mario ever "cool?" He certainly seemed like a symbol of quality - rare was the game featuring Mario in any capacity that sucked. Maybe for a brief moment Mario was "cool" with SMB3 in all its 'look at all the crazy stuff they're doing' glory.

Now, "cute?" Yes, Mario has had the capacity to be seen as cute, especially with aesthetics of Mario World 2 and the high-pitched, Pillsbury Doughboy-esque voice that was chosen with SM64.