Nintendo Joins Dogs Trust to Promote Responsible Dog Ownership Through Launch of 'Virtual Dog' Game

Leading games brand embarks on association with Dogs Trust

25th August 2005. To coincide with the forthcoming arrival of 'nintendogs', Nintendo's brand new virtual pet phenomenon, the video games brand and the UK's largest dog welfare charity, Dogs Trust, have announced a strategic partnership in celebration of the special role of man's best friend, and to encourage potential owners to recognise the time and commitment required to really care for a dog.

Dogs Trust, the organisation that never destroys a healthy dog, has been caring for dogs for 114 years and was formerly known as the National Canine Defence League. Its famous slogan "A Dog is for Life, Not Just for Christmas®" represents an inherent belief that the number of unwanted dogs in the UK desperately needs to be reduced. The charity's mission is to ensure that every dog enjoys a happy life, free from the threat of unnecessary destruction or abandonment. Today, Dogs Trust cares for over 12,500 dogs every year, and has over 400,000 supporters.

Nintendo is supporting the Dogs Trust's mission with the launch of 'nintendogs', set to bound into the country on October 7th, 2005. Following a phenomenal reception worldwide reception since its launch, Dogs Trust and Nintendo hope the product will encourage potential dog owners to test their ability to care for a dog before making the commitment to own one. Thousands of dogs are abandoned and destroyed in the UK every year simply for want of a loving home. Dogs Trust believes that the responsible dog ownership message behind 'nintendogs' may help encourage dog lovers to consider the commitment required in owning a real dog.

Available exclusively for the Nintendo DS handheld console, 'nintendogs' is a brand new way to play and develops the concept of the virtual pet by adding a whole new dimension of interaction. Players can actually touch and speak to their dog which, will in turn react realistically to this attention. This interaction is unlike any other seen before on a games console. 'nintendogs' is an ideal pet for people who can't own a real dog, it makes no mess, will never die and definitely won't molt all over your sofa!

Adrian Burder, Dogs Trust Marketing Director, said: "Dogs Trust is pleased to be associated with 'nintendogs'. The philosophy behind the game has a lot in common with our own aims of ensuring that every dog is a happy and loved pet. Despite the fame of our A Dog is For Life slogan, thousands of dogs are still abandoned and unwanted every year, so it's great that there's a game that is not only fun to play, but supports the message that responsible dog ownership means more than giving your dog an occasional stroke."

The Dogs Trust partnership will see joint through-the-line marketing activities taking place from August to December including on-pack branding and fund raising initiatives. Further barks of joy will be heard as Nintendo appeals to its league of fans, hounding them to support Dogs Trust and sponsor one of its 26 sponsor dogs at one of its 15 rehoming centres nationwide.