I've seen refrences to Mario in television sitcoms like "Full House" and "Step By Step". I think it was "Step By Step".
Anyway, in one episode, the kids are playing "Super Mario World" and they talk about beating Koopa, or something... I forgot exactly...
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MICROSFT: Nintendo is so old, you should retire! You will fall to the wrath of Microsoft!
NINTENDO: Well, at least WE know how to make good games! Long live Nintendo!
SONY: I like cheese...