What slogan announced that every previous fighter would return in Super Smash Bros. Ultimate?

The slogan was “Everyone is Here!” It announced Super Smash Bros. Ultimate's headline promise that every fighter from the previous Super Smash Bros. games would return.

Nintendo revealed the slogan during the game's E3 2018 presentation, turning the returning roster into the central story of the announcement. Earlier Smash entries had cut some veterans between installments, so bringing back the full playable cast was a major development and licensing challenge.

The phrase referred to fighters who had appeared in earlier Smash games, not every character ever requested by fans or every character in Nintendo history. Ultimate then expanded the roster further with newcomers such as the Inklings, Simon and Richter Belmont, Ridley, Isabelle, and Incineroar.

There is also a practical distinction between the slogan and the launch experience: not every fighter is available immediately when a new game begins. Ultimate starts players with a small group and requires the rest of the roster to be unlocked, with additional fighters later arriving as downloadable content.