Nintendo, a gaming giant today, was not always a household name in the United States. In 1980, the company released one of its first US commercials for a handheld gaming device called Toss-Up from the “Game & Watch” series. However, the commercial failed to mention Nintendo or even the Game & Watch brand, which may have contributed to the company’s lack of recognition in the US at the time.
Historical Background
The commercial, dated June 25th, 1980, was released shortly after Nintendo of America was incorporated. The handheld featured in the ad, although embossed with a Nintendo logo, was marketed under the name “Time-Out” by a company called Mego. This information was shared by gaming historian Chris Kohler, who discovered the 16mm reel containing the ad on eBay.
The commercial had to undergo a restoration process as its dyes had significantly faded, giving it a magenta hue. This restoration was necessary to preserve the historical footage, which showcased one of Nintendo’s early ventures into the US market. The Video Game History Foundation enlisted Movette Film Transfer to digitize the film and restore its quality for posterity.
The commercial itself targeted older, trendy youths, excluding the stereotypical nerdy character for comedic effect. It promoted the handheld device as an “electronic sport” for individuals unable to participate in physical sports due to various reasons such as injuries or physical limitations. This marketing strategy differs considerably from Nintendo’s later commercials, which focused on family-friendly themes and did not feature suggestive imagery.
Nintendo’s Game & Watch series featured simple standalone handheld LCD games that paved the way for future innovations in the gaming industry. The company later resurrected these classic designs for standalone collectible versions of popular NES games like Super Mario Bros. and The Legend of Zelda. Additionally, the dual-screen format of the Game & Watch devices served as inspiration for the design of subsequent handheld consoles such as the Nintendo DS Lite.
Nintendo’s early US commercial for the Game & Watch series reflects a pivotal moment in the company’s history as it sought to establish a presence in the American gaming market. Despite initial challenges and marketing missteps, Nintendo’s dedication to innovation and quality eventually propelled it to become one of the most iconic and successful gaming companies in the world. The restoration of this vintage commercial serves as a testament to Nintendo’s enduring legacy and its continued impact on the gaming industry.
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