Nintendo, a household name in the gaming industry today, had humble beginnings in the United States back in 1980. A recently restored commercial for its handheld device, Toss-Up, from the “Game & Watch” series sheds light on the company’s early days in the US market. Surprisingly, the commercial does not mention Nintendo or Game & Watch, hinting at the obscure history behind the brand’s initial foray into the American gaming scene.
In 1980, Nintendo’s handheld LCD games were licensed to a company called Mego and sold under the brand “Time-Out” in the US. The commercial, dated June 25th, 1980, featured the handheld device but lacked any reference to Nintendo or Game & Watch. This marketing strategy may have contributed to the brand’s initial anonymity in the American market, as consumers were unaware of the origins of the product they were purchasing.
Gaming historian Chris Kohler discovered the 16mm reel containing the commercial on eBay and facilitated its restoration by Movette Film Transfer. The restoration process was necessary due to fading dyes, which resulted in a magenta hue reminiscent of old, unrestored movie prints. Despite its poor quality, the commercial offers a glimpse into Nintendo’s early efforts to introduce its products to American consumers.
The commercial targeted trendy youths with an interest in “electronic sports,” portraying the handheld device as a convenient alternative to traditional sports activities. The portrayal of older, fashionable youths in the commercial, with the exception of a stereotypical nerdy character, reflects the marketing trends of the time. This approach differs significantly from Nintendo’s later commercials, which focused on families and children, avoiding close-ups of butts in skin-tight shorts.
Nintendo’s Game & Watch series featured various form factors beyond the handheld device showcased in the early commercial. The company later introduced dual-screen versions, reminiscent of its popular Nintendo DS Lite design. These innovative designs paved the way for Nintendo’s success in the handheld gaming market, setting the stage for future iterations of the brand’s iconic products.
The Game & Watch series laid the foundation for Nintendo’s dominance in the gaming industry, showcasing the company’s ability to adapt to changing consumer preferences and technological advancements. By referencing past designs in its current handheld offerings, Nintendo continues to pay homage to its rich heritage while staying at the forefront of innovation in the gaming world.
Nintendo’s early commercial for the Game & Watch series provides valuable insights into the company’s evolution in the United States. From obscure marketing strategies to innovative product designs, Nintendo’s journey from relative obscurity to global recognition is a testament to its resilience and adaptability in the ever-changing gaming landscape.
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