Nintendo Game Boy Lit Blade Interactive

Nintendo needed a fresh approach to merchandising its new Game Boy by appealing to more sophisticated users and holding its traditional youth audience.

The Challenge
Create an innovative showcase for the new Game Boy Advance
SP, appealing to a less juvenile target, as well as maintaining
core users as they grow older
Visually reinforce its uniqueness vs. past Game Boys as high
tech, compact, and for the first time, with a lit screen
Encourage interactivity and allow for a full range of viewing angles
Be flexible for a range of retail configurations
Secure the product for demo while still providing an unobtrusive
tactile experience

The Solution
The "Lit Blade", with front, top and side lighting, created visual
impact and attracted attention while underscoring "light" as the
innovative component of the new product; display shape
replicates Game Boy Advance, reinforcing the brand logo
Industrial strength magnetic lock prevents theft as only Nintendo
reps can release it
Two versions were developed, Lit Blade interactive and a counter
version, enabling one fixture to satisfy a range of retail
requirements - showcase, shelf, peg wall, counter
Game Boy Advance SP achieved 10-point market share increase for Nintendo on hardware and product was
sold out nationwide