I think the continued success of the Mario name is how it manages to remain true to itself despite all the changes in popular trends and expectations of gaming in 25 years. Nintendo doesn't try to make the series darker and edgier for the sake of pandering to a different audience, instead keeping the series on its own path with its own ideas. I also sense that Nintendo keeps in mind what works and what doesn't with each game. What follows is a bit subjective, but I think it gets across the general idea.
Super Mario 64 was amazing, but it was somewhat offbeat for the series, being quite nonlinear and having a greater focus on adventuring and puzzles than platforming. So Super Mario Sunshine brought in the "Secret" platforming stages while also making the controls tighter and easier. Of course, the huge open worlds clashed with the linearity of the missions and a lot of Shines were repeats, so Super Mario Galaxy streamlined the worlds to put the focus back primarily on platforming. The levels were made primarily linear with almost no backtracking involved and there were relatively few stars for each world. Galaxy 2 was an even further streamlining with each world only having 2-3 regular stars in total. Notably, the much-criticized "exploring" Purple Coin challenges were taken out and only the linear path and timed ones remained.
In a sense, I believe Super Mario Galaxy 2 is the ultimate expression of Miyamoto's vision, what with large amount of worlds and the astounding variety among them. After all, he did make 32 courses for Super Mario 64, even though only 15 remained. Personally, I think Super Mario Galaxy 2 might have went a little too far with the variety, since before you get to truly enjoy a world, it's off to the next one, but then I'm not Nintendo. Overall, it's great that the games managed to stay so fun and fresh while maintaining the same spirit we've all come to love about them from the very beginning, especially considering how so many other long-running series often make the mistake of trying to "get with the times" by trying to borrow from what's currently popular in gaming.
On a side note, not all the Mario spinoffs are great, but the good ones add a refreshingly different take on the series while again maintaining that Mario feel. Bowser's Inside Story, for instance, adds a lot of depth to the characters, especially Bowser and his minions. I'd even go as far to say that it fixes some of the lacking story elements in the main series, particularly Sunshine's infamous story.
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