New Gaming System Sheds Light on Nintendo

Redmond, Wash. -- Building on the success of its popular Game Boy Advance gaming system, Nintendo of America Inc. introduced a redesigned version last month. Game Boy Advance SP features a new illumination feature and a flip-screen design, making it what the company calls the most distinctively stylish, compact and portable Game Boy system ever. For its in-store launch, two displays were created to highlight the key features of the system.An interactive counter unit and a lit blade interactive display both highlight the lighted screen and the system's portable, compact size. "The displays allow consumers to get their hands completely around the product to clearly demonstrate the compact size, yet enjoy the controls they are accustomed to with Game Boy Advance," explains Kelly Harlin, manager, merchandising.Because the new system dramatically increases screen lighting in any conditions, it is the most significant leap in a Game Boy yet, according to Harlin. "And the unique 'flip' design, with a sleek, high-tech look, makes it ideal for older, more discriminating players. It easily fits in a pocket, bag, purse or briefcase," she says.The lit blade interactive unit measures 8 inches wide, 20 inches high and 10 inches deep and is constructed of molded polycarbonate and metal. It features a vertical presentation, with a backlit element highlighting the Game Boy Advance logo. "The light filters through the blue plex on the spine of the unit and creates an eye-catching and dynamic visual to attract consumers in a retail environment," Harlin says. The side panels provide feature and benefit information and an action shot of a character from "The Legend of Zelda" game. This unit was created to be versatile, she adds. It can be mounted to a glass showcase, pegboard or attached to an in-line shelf. The counter display measures 12 inches wide, 13 inches high and 11 inches deep. It does not have any lit features, but the same blue plex was incorporated on the sides to create a cohesive look. Behind the gaming system is a graphic with characters from one of the games. The side panels highlight features and benefits of the new product under actual product shots. The counter display is constructed of metal, plexiglass and injection-molded parts.Approximately 11,500 display units were produced for the nationwide launch. The displays were designed and produced by Diam USA, Woodside, N.Y., and Trans World Marketing, East Rutherford, N.J. Some major retailers participating in the program include Wal-Mart, Toys "R" Us, Kmart, Target, Best Buy, Circuit City, Electronics Boutique and GameStop. The two different designs were produced to meet the needs of the various retailers. Harlin says the counter unit is preferred by those accounts that place interactive units on a cashwrap. The lit blade display provides the option for placement within multiple retail environments, where a cashwrap or counter is not available. Nintendo's merchandising force places the displays at retail. Harlin says one of the major challenges in creating the program was the short timeline between the product announcement and the launch date, but the company revised its production schedules to meet the mid-March retail launch deadline. Nintendo has high hopes for this product's success. "We're fortunate in that Nintendo really has no competitor in the hand-held gaming field," Harlin says. The company has sold more than 150 million Game Boys worldwide since it was first launched in 1989, and more than 11.5 million Game Boy Advance systems have sold in North America alone since its launch 18 months ago. "The stores that have the displays show a marked increase in sales over those that don't," says Harlin. "We're expecting Game Boy Advance SP to sell extremely well and cement Nintendo's position as the leader in portable gaming."

New Gaming System Sheds Light on Nintendo

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