Nintendo is a household name in the gaming industry today, but this was not always the case. Back in 1980, the company was virtually unknown in the United States, and its early marketing efforts did little to change that perception. One of the earliest commercials for a Nintendo product, the Toss-Up handheld from the Game & Watch series, lacked any mention of the Nintendo brand or even the Game & Watch series.
The commercial for the Toss-Up handheld was dated June 25th, 1980, just a couple of months after Nintendo of America was incorporated. Despite featuring a product with a Nintendo logo embossed on the back, the commercial failed to capitalize on the opportunity to establish the brand in the US market. Instead, the handheld games were licensed to a company called Mego and sold under the name “Time-Out.”
In contrast to the early Game & Watch commercial, Nintendo’s marketing strategy evolved over the years to focus on kids and families. The company’s later commercials for products like the NES Super Mario Bros. and Legend of Zelda games showcased a more family-friendly approach, moving away from the “electronic sport” appeal targeted at older, trendy youths in the early days.
The Game & Watch series featured a variety of form factors beyond the Toss-Up handheld. Nintendo later resurrected these designs for standalone collectible versions of NES games like Super Mario Bros. and Legend of Zelda. The company’s handhelds, including the popular Nintendo DS Lite, drew inspiration from these early designs, highlighting the evolution of Nintendo’s product offerings over the years.
Nintendo’s early marketing efforts in the United States may have missed the mark, but the company’s ability to adapt and evolve its strategy over time has been key to its success in the gaming industry. From humble beginnings with the Game & Watch series to iconic products like the Nintendo DS Lite, Nintendo has established itself as a leader in the world of gaming through innovation and creativity.
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