At a retail-targeted event in London last night, Nintendo confirmed that it will be pulling out all the stops to promote the Wii and DS this Christmas - with a budget of more than GBP 12 million set aside.
A huge marketing campaign is planned for the launch of the Wii, which will go on sale across Europe on December 8. Plans include TV and cinema advertising, plus an extensive press campaign and sampling initiative.
Nintendo plans to spend GBP 6.5 million (EUR 9.7 million) on promoting the console between now and December. A further GBP 4.5 million (EUR 6.7 million) has been earmarked for the January - March period.
There are also plans to give DS sales a further boost as the Christmas season approaches. Nintendo has set aside a marketing budget of GBP 6 million for the handheld, and plans to ship another 1 million units by the end of the year.