“We want to have everyone become familiar with our IP by reaching as many people as possible from an early age within their daily lives.”
☆ NintendObs Event – Nintendo Q3 FY3/2016 Q&A.
Question:
The “Message from the President” has been updated from President Iwata’s message to your message, President Kimishima (as posted on the Nintendo website in December 2015). In your message, you discuss “increasing the number of people who have access to Nintendo’s intellectual property.” This could be misinterpreted as Nintendo only being focused on consumers who are interested in its character IP (for example, licensed goods). Can you explain the intent behind this message?
Answer:
Kimishima:
The policy I have discussed (in the “Message from the President” on the Nintendo website as well as in the Corporate Management Policy Briefing in October 2015) is our mission to increase the number of people who have access to Nintendo IP. For example, due to changes in our industry, the proportion of young consumers who are first experiencing games on our systems has been falling. We want to have everyone become familiar with our IP by reaching as many people as possible from an early age within their daily lives. Our long-term strategy is to spark our consumers’ interest in playing Nintendo game systems and encouraging continued growth of our games business.
I can provide a couple of examples from outside of Japan. In America, many children are using electric toothbrushes featuring Mario characters to brush their teeth every day. We have also worked with a shoe company to launch shoes that feature the designs of Nintendo game systems. As you know, we are also working on a theme park featuring Nintendo IP. Our policy and the focus of our current activities is to create more chances for our consumers to experience the charm of Nintendo IP, not just on our dedicated video game systems, but outside of game software as well.
— Third Quarter Financial Results Briefing
Source: Nintendo JP.
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