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25 October 2004 - The gaming industry is evolving and once again Nintendo is leading the way. There's a new wave of female gamers entering the market and to embrace this Nintendo is launching the Game Boy Advance SP Limited Pink Edition.

Nintendo is rolling out an extensive PR campaign and celebrity-seeding programme to promote the launch of the new Game Boy Advance SP Limited Pink Edition. The gaming giant has targeted women's consumer glossy media for all important peer endorsement, in addition, Nintendo has linked up with cutting edge fashion brand Diesel who has designed and produced an exclusive pink suede belt with two matching cases for carrying the Game Boy Advance SP and games. The belt and Game Boy Advance SP Limited Pink Edition will be appearing across teen press throughout November.

The Game Boy Advance SP Limited Pink Edition has also been seeded with influential female celebrities before its UK launch. As celebrity opinion formers have a significant impact on fashion trends for young women, Nintendo is hoping endorsement will help the Game Boy Advance SP Limited Pink Edition to take its place as the essential must have item for girls. A-list celebrities including Kate Moss, Rachel Stevens, Girls Aloud, Katy Hill, Holly Willoughby, Liberty X and Keira Knightly are already well-known fans of the sleek and stylish console.

Dawn Paine Head of Marketing for Nintendo UK said: "Gaming has traditionally been a male dominated market, but now the tides are turning. As the video game industry evolves, more and more women are plugging in and turning onto games. Nintendo prides itself on being an innovator in its field and is dedicated to embracing this change."

Women are one of the keys to increasing the appeal of interactive software as mass market entertainment, according to a new White Paper recently published by industry body ELSPA (the Entertainment and Leisure Software Publishers Association).

Examining the role of women, both as producer and consumer, in the dynamic computer and video games sector, Chicks and Joysticks: An Exploration of Women and Gaming highlights the opportunities and challenges facing the industry in appealing to the female gamer. The full white paper can be downloaded at

The Game Boy Advance SP Limited Pink Edition will be available in the UK from 29 October 2004 at the estimated retail price of £69. The Game Boy Advance SP is now available in a range of stunning colours, including silver, black, blue, arctic blue, flame red, tribal edition, Classic NES edition and now pink.


For further information, please contact Simon Watts or Rebecca Strickland at the Nintendo press office on 020 7307 3103 or register at

About Nintendo

Nintendo Co., Ltd. of Kyoto, Japan, is the acknowledged worldwide leader in the creation of interactive entertainment. To date, Nintendo has sold more than 1.8 billion video games worldwide, created such industry icons as Mario® and Donkey Kong and launched franchises like The Legend of Zelda® and Pokémon*. Nintendo manufactures and markets hardware and software for its popular home video game systems, including the Nintendo 64, NINTENDO GAMECUBE, Game Boy Advance and Game Boy - the world's best-selling video game system which has sold over 150 million units. As a wholly owned subsidiary, Nintendo of Europe, based in Grossostheim, Germany, was established in 1990 and serves as headquarters for Nintendo's operations in Europe.

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