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Nintendo says `Touching is Good` in sexed-up DS ads

By Reuters
New York, 25 Oct 2004

Japanese game maker Nintendo is sexing up its US advertising to launch the DS handheld device, promising mature players that the gadget is not their little brother`s Game Boy.

The number one maker of handheld game devices is spending $40 million in its largest product launch, bracing for all-out war with Sony, which is expected to debut a portable device soon after the Nintendo DS hits US stores on 21 November.

But in an unusual move for Nintendo, known for games featuring animated characters Mario and Pokemon, the new ads aim to titillate with the tagline "Touching is Good".

Teaser spots start today, playing up the dual-screen device`s touch controls. A woman`s sultry voice invites the viewer to come a little closer and get a feel.

"When you are a kid you are always told you can`t touch anything," said Perrin Kaplan, VP of marketing at Nintendo of America. "Touching is good. You are grown-up now, so read it how you want."

Nintendo spent $27 million on US advertising in the first half of 2004, according to TNS Media Intelligence/CMR.

In another departure, Nintendo will launch the model in the US before Japan to capitalise on the earlier holiday shopping season. The strategy adds a positive marketing edge for US gamers keen on a first stab at new gadgets.

Print ads appear in young men`s magazines Maxim and Blender, with a buxom woman holding a DS model and advising, "How to Score! ... Start listening to her needs, playa!"

Longer television commercials will air from 18 November on programmes such as animated comedy "South Park". Publicity agency Leo Burnett created the ads.

Industry analysts said Nintendo`s ads should draw young adults who are keen on gadgets and the image they project.

"The Game Boy Advance has always been a kids platform," said Wedbush Morgan Securities analyst Michael Pachter. "The DS is going to move up the age scale...and they are going to put some more mature content on there."

Nintendo`s aggressive pricing of $149.99 for the new model is expected to be well below the cost for the Sony PlayStation Portable, which plays music and movies. But both are vying for a more upscale audience.

"Nintendo is differentiating products in a category they already own," said PJ McNealy of American Technology Research. "Hard-core enthusiasts will buy both [devices]. The mainstream won`t until the prices come down."

(Additional reporting by Franklin Paul.)

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