Nintendo’s Forgotten Commercial: Toss-Up Ad Reveals Surprising History
Nintendo, the gaming giant we know today, was far from being a household name in the United States back in 1980. The company’s first commercial for its “Game & Watch” series, featuring a handheld device called Toss-Up, has recently resurfaced, revealing an interesting piece of gaming history. However, what makes this commercial unique is that it doesn’t mention Nintendo or Game & Watch at all.
The Game & Watch series consisted of simple handheld LCD games, similar to the popular Tiger Electronics games from the 1990s. In the US, these games were licensed to a company called Mego and sold under the name “Time-Out,” according to The Video Game History Foundation. The newly-restored commercial, discovered by gaming historian Chris Kohler, dates back to June 25th, 1980, a few months after Nintendo of America was incorporated.
The advertisement primarily targets a trendy older demographic, inviting them to enjoy an “electronic sport” when they are unable to participate in real sports due to injuries. The commercial features close-ups of individuals engaged in the game, with a humorous touch targeting the nerdy character. This approach contrasts significantly from Nintendo’s later commercials, which focused on families and children.
Interestingly, the Toss-Up handheld device was not the only design in the Game & Watch series. Nintendo has drawn inspiration from its past, utilizing similar form factors in subsequent handhelds. The Nintendo DS Lite, for example, closely resembles one of the dual-screen designs in the Game & Watch collection. Additionally, the Nintendo 20th anniversary edition of the Game Boy Micro featured a design reminiscent of the Toss-Up device, with its gold and red color scheme.
While this early commercial may not have directly mentioned Nintendo or Game & Watch, it serves as a reminder of the company’s humble beginnings and the evolution of its marketing strategies. Nintendo has come a long way since 1980 and continues to shape the gaming industry with its innovative products and beloved franchises.
Additional relevant facts:
1. The Game & Watch series was created by Gunpei Yokoi, a legendary designer at Nintendo who also played a key role in the development of the Game Boy.
2. The Toss-Up Game & Watch device was the first in the series to feature a multiplayer mode, allowing two players to compete against each other.
3. The commercial reflects the growing popularity of electronic handheld gaming during the early 1980s, as more people were looking for portable entertainment options.
4. The handheld LCD games in the Game & Watch series were not only popular in the United States but also gained significant popularity in Japan and other parts of the world.
5. The success of the Game & Watch series laid the foundation for Nintendo’s future handheld gaming devices, such as the Game Boy and the Nintendo Switch.
Key questions and their answers:
1. What was the importance of the Game & Watch series for Nintendo?
The Game & Watch series was a significant step for Nintendo in establishing itself as a leading player in the gaming industry. It helped Nintendo gain a foothold in the US market and paved the way for the success of future handheld gaming devices.
2. How did Nintendo’s marketing approach change over time?
The Toss-Up commercial showcases a different marketing approach compared to Nintendo’s later commercials. In the early days, Nintendo focused on targeting older audiences and highlighting the appeal of handheld gaming as an electronic sport. However, as Nintendo’s gaming consoles became more popular, the company shifted its marketing focus towards families and children.
Key challenges or controversies:
One of the key challenges faced by Nintendo during the early days of the Game & Watch series was the licensing agreement with Mego in the US. While the partnership allowed Nintendo to enter the American market, it also resulted in the games being sold under a different name, which may have impacted the brand recognition and connection to Nintendo.
Advantages and disadvantages:
Advantages of the Game & Watch series and the Toss-Up commercial include:
– Introducing handheld gaming as a new form of entertainment.
– Attracting older audiences and showcasing the versatility of electronic gaming.
– Setting the stage for Nintendo’s future success in the gaming industry.
Disadvantages of the early marketing approach and licensing agreement include:
– Potential confusion and lack of brand recognition due to the games being sold under a different name in the US.
– Limited reach and market penetration compared to more comprehensive marketing strategies that target a wider audience.
Suggested related links:
– Nintendo Official Website
