Dealing with ad-versity

We investigate the challenge of marketing a company built on the success of a fat plumber

Oct 22, 2007

Ten years ago, Nintendo asked us if we were going to save the girl, or play like one. Five years ago, Nintendo proudly announced that the Game Boy SP was “For Men.” This year, however, the posterchild for the Nintendo DS is certified girlie Nicole Kidman, who, like most 40 year-olds, has turned to Dr. Kawashima in order to delay the inevitable reality that hits all people once they hit the big four-oh. (A withered, atrophied brain resulting in a complete inability to recognise how many spinning yellow threes there are in a grid - and also incontinence, natch). What happened here, then? Do Nintendo want us to be girls, or not?


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