Nintendo, a gaming giant in today’s world, had humble beginnings in the United States back in 1980. The company’s first foray into hardware advertising in the US was a handheld device named Toss-Up, part of the “Game & Watch” series. Surprisingly, the commercial made no mention of Nintendo or Game & Watch, leading many to overlook its significance in the company’s history.
In an unexpected turn of events, Nintendo’s Game & Watch games were initially licensed to a company called Mego and sold under the brand “Time-Out” in the US. This partnership brought the handheld LCD games to a wider audience, albeit under a different name. The Video Game History Foundation shed light on this little-known fact in a recent blog post, bringing attention to Nintendo’s early struggles to establish a presence in the American market.
Gaming historian Chris Kohler stumbled upon a treasure trove when he found a 16mm reel containing the elusive Nintendo commercial on eBay. The commercial, dated June 25th, 1980, provided a rare glimpse into the company’s early advertising efforts in the US. Despite its faded colors and lack of branding, the ad showcased Nintendo’s innovative approach to handheld gaming, paving the way for future successes.
The vintage commercial had to undergo extensive restoration by Movette Film Transfer due to the fading dyes that had plagued the original reel. After the restoration process, the ad regained its original vibrancy and clarity, allowing viewers to appreciate the nuances of Nintendo’s early marketing tactics. The attention to detail in the restoration process highlighted the importance of preserving gaming history for future generations to enjoy.
The commercial itself targeted a specific demographic of older, trendy youths, appealing to their desire for an “electronic sport” experience. The humor and style of the ad reflected the cultural trends of the time, showcasing a playful approach to marketing handheld gaming devices. Compared to Nintendo’s later commercials focused on kids and families, this early advertisement offered a unique perspective on the evolution of the company’s branding strategy.
Nintendo’s Game & Watch games, including the iconic dual-screen design, laid the foundation for future handheld devices like the Nintendo DS Lite. The innovative form factors and gameplay mechanics introduced in these early games paved the way for modern gaming experiences. By referencing these classic designs in their later products, Nintendo paid homage to the pioneers of handheld gaming and celebrated the legacy of Game & Watch.
The rediscovery of Nintendo’s forgotten commercial sheds light on the company’s early struggles and triumphs in the US market. By exploring the origins of Nintendo’s advertising history, we gain a deeper appreciation for the innovative spirit that continues to drive the gaming industry today. As we look back on the past, we are reminded of the importance of preserving gaming history for future generations to learn from and enjoy.
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