Nintendo, a household name in the gaming industry today, had humble beginnings that were not well recognized in the United States in 1980. The company’s first US commercial for a handheld device called Toss-Up, part of the “Game & Watch” series, failed to mention Nintendo or even the Game & Watch brand. This oversight played a significant role in hindering Nintendo’s early success in the US market.
The commercial for the Toss-Up handheld, dated June 25th, 1980, was released just a couple of months after Nintendo of America was incorporated. Despite the hardware being embossed with the Nintendo logo on the back, the absence of any brand mention in the commercial left consumers confused about the origin of the product. Instead, the games were initially licensed to Mego and sold as the “Time-Out” series, further diluting the association with Nintendo.
Gaming historian Chris Kohler discovered a 16mm reel containing the ad on eBay, shedding light on this overlooked piece of Nintendo’s history. The reel was entrusted to the Video Game History Foundation for restoration, as the original film had significantly faded dyes, resulting in a magenta hue reminiscent of obscure, unrestored movie prints. The restoration process brought the commercial back to its original glory, allowing viewers to experience a piece of gaming history.
The early commercial for the Toss-Up handheld targeted older, trendier youths with the tagline of enjoying an “electronic sport” when physical sports were not an option. This approach differed greatly from Nintendo’s later marketing campaigns, which focused on families and kids. The evolution of Nintendo’s advertising can be seen in its commercials from a few years later, which showcased a more family-friendly approach and shifted away from targeting only older demographics.
The Game & Watch series, including the Toss-Up handheld, featured simplistic standalone LCD games that catered to a wide audience. Nintendo later resurrected these designs for collectible versions of popular games such as NES Super Mario Bros. and Legend of Zelda. The company’s ability to reference past designs in its modern handhelds, like the Nintendo DS Lite, demonstrates a commitment to honoring its history while innovating for the future.
The journey of Nintendo’s advertising from the early days of the Toss-Up commercial to the modern era highlights the company’s evolution and adaptability in the competitive gaming industry. Despite initial marketing missteps, Nintendo has managed to establish itself as a dominant player in the market by embracing change and continuously reinventing its brand. The restoration of the early Toss-Up commercial serves as a reminder of Nintendo’s enduring legacy and the importance of learning from past mistakes to drive future success.
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