Nintendo Aims $5-Mil-Plus at Techs & Teens

Redmond, Wash. -- Eyeing young adults who continue to play video games, Nintendo of America rolled out metallic displays for its new Nintendo DS (dual-screen) system in what it says is an aggressive launch campaign.Intended to be in stores for at least three years, the sheet metal, Plexiglas and injected-molded plastic displays shipped nationally in late November -- along with the game system -- to mass, mall and specialty retailers, says Bob Stoik, merchandising director for Nintendo."We wanted to produce a display that spoke to an older, more tech-oriented consumer, so we utilized metal as opposed to a vac-formed or injection-molded housing," Stoik says. "We used lighting to enhance the logo and the overall appeal of the displays." He adds, "This product will have appeal to those aged 17 and older. That's why we created the more streamlined, sophisticated interactive design."The displays provide customers a hands-on experience via a stylus that can be used for in-store touchscreen play. AC adapters power both the lighting and hardware of the units. The company plans to produce a total of 13,000 displays (at a per-unit cost of $375 to $500) that are intended to stay in stores for at least three years, according to Stoik."We will use all permanent materials in these interactives. These give the displays a stronger visual presence," he says. "This is one of the more aggressive launch campaigns that we have done for a portable game system. We are producing more interactives, and the cost is slightly higher than our last handheld hardware launch, the Game Boy Advance SP. The in-line units are similar in coloration and design lines as the Game Boy Advance SP interactives."The DS displays come in four different configurations:Counter Interactive Display: 12 inches wide by 15 inches tall by 12 inches deep; Dual-Arm Floor Interactive Display: 23 inches wide by 51 inches tall by 20 inches deep; Dual In-Line Interactive Display: 24 inches wide by 7 inches tall by 10 inches deep; In-Line Interactive Display: 8 inches wide by 18 inches tall by 8 inches deep.The DS in-line units install with brackets that Nintendo customized to fit the specs of specific retailers, including Wal-Mart, Target, Toys "R" Us, Best Buy and Circuit City. The counter unit has a base security device. "We went out and visited each retailer very early on in the design process," Stoik says. "Each retailer was able to review the various display types and determine which fit best in their store environments. This allowed us to incorporate some of the retailer feedback into the design of the units."A majority of the displays will be placed by Nintendo's retail force. Others will be shipped directly to retailers and set up by their staffs.Cormark, Des Plaines, Ill., produced the in-line units. Frank Mayer & Associates Inc., Grafton, Wis., produced the floor unit and counter display.The DS handheld sports a slimmer black base, a more angular platinum flip-top cover and a larger face than previous systems, Stoik says. It is widely seen as Nintendo's counter move to Sony's PlayStation Portable.Campaign Update: The product's late-November launch received strong support in the consumer-electronics and mass-market channels. Target, Circuit City and Meijer gave the system lead feature space on circular covers. Target offered a special package that included PictoChat instant messenger software and a game demo, while Kmart's package included the game demo; Meijer dangled a free carrying case with purchase. All three retailers, along with Best Buy, sold the product for just under $150. Meanwhile, Wal-Mart sold a special package that included a starter kit for $169.94, and was out of stock within five days.

Nintendo Aims $5-Mil-Plus at Techs & Teens

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