News > Game Boy Brand Is No More
July 17, 2007
Just days after game guru Shigeru Miyamoto spilled the beans that Nintendo will be completely shifting focus from the Game Boy to the Nintendo DS, Senior VP of Marketing and Corporate Communications George Harrison has confirmed that the GB brand is indeed finished.
"This year in our marketing you really won't see much push against Game Boy itself, so it will kind of seek its own level. It's hard to say in the future if we will ever bring back the Game Boy trademark. It was a big risk for us to actually pass on it and call the new product the Nintendo DS, but it was part of Mr. Iwata's philosophy that if we're going to make a radical difference and try to reach a new audience, then we have to change the name... We had to make a break even though we had one of the greatest trademarks in the history of the industry."
So much for the DS being Nintendo's "third pillar."
*Eddie R Inzauto - Senior Editor, GameWad.com
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