From the Super Mario Wiki
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One Mario doll is owned by Gaz, the son of the Rose Town innkeeper. He uses the doll to recreate many of Mario's adventures. When the real Mario arrives and plays with the young lad, Gaz decides to be Mario while Mario has to use the Bowser doll. During the pretend battle, "Mario" loses to Bowser. As such, Gaz brings out his favorite doll, Geno, to challenge the Bowser doll.
Another Mario doll belongs to the deranged Booster. Booster uses the doll (along with a Toadstool doll) to plan out his wedding. Booster believes that his wedding would not be complete without Mario attempting to ruin the whole affair. Thus Booster and his Snifits look for his Mario doll, but can not find it. Booster then orders the Snifits to look behind the curtains (where the real Mario is hiding). Mario evades being caught when Booster realizes his Mario doll is on a ledge above the curtains. However, he can not reach the doll for it is too high up. The real Mario decides to help and uses his impressive jumping ability to knock the doll down. As a result, Booster thanks Mario for his generosity and gives him the Amulet. However, Booster still plans to make Toadstool his wife, and the feud continues.
A third Mario doll can be seen when Bowser is equipped with the Hurly Gloves. Bowser attacks by picking up Mario and throwing him at an enemy, with a Mario doll standing in the plumber's place for the duration of the attack. Additionally, if Mario has a status ailment, Bowser throws the doll instead of the weakened Mario.
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