Nintendo to finally retire the Game Boy line?

Nintendo senior vice president of marketing George Harrison all but confirms the death of the Game Boy product line for any still thinking the company may continue its "three pillar" approach to making hardware.

Game Boy finally calling it quits?

Game Boy finally calling it quits?

"This year in our marketing you really won't see much push against Game Boy itself," Harrison told GameDaily in an interview. "It's hard to say in the future if we will ever bring back the Game Boy trademark."

"It was a big risk for us to actually pass on it and call the new product the Nintendo DS, but it was part of Mr. Iwata's philosophy that if we're going to make a radical difference and try to reach a new audience, then we have to change the name," he added implying that the "third pillar" strategy was merely used as a marketing backup in case the DS didn't catch on which it obviously has. "We had to make a break even though we had one of the greatest trademarks in the history of the industry."

The news comes as Shigeru Miyamoto confirmed to Kotaku that Nintendo has stopped producing GBA games in favor of complete development for Wii and DS titles. Only third-party game makers continue to support the once-popular handheld line.

The Game Boy brand is the most dominant handheld of all time. To date, all variations (including the original Game Boy, Game Boy Color, and Game Boy Advance) have sold a reported 200 million units worldwide.

THE VERDICT by Blake Snow Blake Snow's Avatar For the record, I was one of the delusional gamers to think that Nintendo might release a new Game Boy despite DS's massive success. It clearly appears that I was wrong, especially given the post DS and Wii world we now live in (and one Nintendo is incessantly marketing).

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RatherDiva

I've been a fan of the Gameboy Advance since it came out and I am shocked to discover that Nintendo is no longer making Gameboy Advances and games and I find it completely odd that because of this Nintendo is not forcing the stores to put the Gameboy Advance games on clearance and because of this they should because it would give fans of the Gameboy Advance one final chance to buy the games. Gameboy Advance was a neat machine and will be forever be remembered as one of the coolest portable game systems ever made in the history of Nintendo, Rather

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