Game Boy Advance SP is Everyone's Spring Fling

Multi-Media Marketing Campaign Brings the Brilliance of Game Boy Advance SP to Light

REDMOND, Wash.--March 5, 2003--As the country gears up for Spring

Break, Nintendo heightens the anticipation for Nintendo's Game Boy(R)

Advance SP (GBA SP) through a marketing initiative targeting teens and

college students, as well as an advertising program highlighting the

"Brilliance" of GBA SP.

In advance of its March 23 launch, GBA SP will begin to make

appearances via extensive print and broadcast advertising, plus

consumer sampling cameos at some of the nation's coolest "hot spots."

The heart of the marketing effort is a multi-media campaign

entitled "Brilliant," referring to the new built-in lighted screen.

Television ads will begin airing the week of March 3. Additional

advertising elements will include consumer print ads debuting in April

issues of high-profile consumer publications, outdoor billboards in

major markets, including New York's Times Square, signage in airports,

a complete outdoor campaign flooding a main Chicago train station, bar

advertising and bar interactives, as well as a national radio

promotion. Grass roots outreach will include Snapple's "Yard Sale"

promotion, where consumers are encouraged to return Snapple bottle

caps in exchange for GBA SP and other premiums. Leo Burnett Chicago

developed the creative for the advertising campaign.

Nintendo is also taking its new system straight to consumers via

several hot spring promotions with Stuff magazine during Mardi Gras,

Black Entertainment Television (BET) for their "Spring Bling"

activities, and College Television Network's (CTN) "Music Binge" Tour,

complete with giveaways and human interactive "Street Teams."

"With its folding, portable size for take-anywhere game play, Game

Boy Advance SP is the perfect game system for young, hip people

on-the-go," says George Harrison, senior vice president, marketing and

corporate communications, Nintendo of America Inc. "These events

create the perfect environment for college students to become better

acquainted with Nintendo and its new gadget."

To kick off Mardi Gras, GBA SP blew into New Orleans with Stuff

magazine, Heineken and Amstel Light, for a star-studded weekend V.I.P.

party at the Mardi Gras Mansion in the heart of the Garden District

(February 28 - 30). Celebrities and partygoers alike checked out the

latest in portable video games with the new GBA SP systems located

throughout the mansion. Nintendo's "Party Patrol" combed Bourbon

Street to pass out flyers to droves of bead-barers, giving them the

opportunity to party celebrity-style at the mansion.

Nintendo "flashes platinum" with both urban and college audiences

when GBA SP makes scheduled appearances at BET's "Spring Bling" event

in Daytona Beach, and tours 10 colleges across the country with the

CTN Music Binge Tour this spring. BET's "Spring Bling" combines

outdoor concerts from hip-hop chart toppers, such as Busta Rhymes, 50

Cent, Fabolous and Smilez & Southstar, with GBA SP sampling

opportunities, while CTN will bring alternative music to 10 colleges

from coast-to-coast.

The GBA SP system will retail for an estimated price of $99.95,

and will be available in two colors at launch: Cobalt (blue) and

Platinum (silver).

As the worldwide leader and innovator in the creation of

interactive entertainment, Nintendo Co. Ltd., of Kyoto, Japan,

manufactures and markets hardware and software for its popular home

video game systems. The systems include Game Boy(R), Nintendo(R) 64,

Game Boy Advance and Nintendo GameCube(TM). Since the release of its

first home video game system in 1983, Nintendo has sold more than 1.6

billion video games worldwide, creating enduring industry icons such

as Mario(TM) and Donkey Kong(R) and launching such franchises as

Zelda(TM) and Pokemon(R).

As a wholly owned subsidiary, Nintendo of America Inc., based in

Redmond, Wash., serves as headquarters for Nintendo's operations in

the Western Hemisphere. For more information about Nintendo, visit the

company's Web site, www.nintendo.com.