Nintendo, a gaming giant in the industry today, had humble beginnings in the United States back in 1980. The company’s first foray into the handheld gaming market with a device known as Toss-Up from the “Game & Watch” series was not a resounding success. A newly-restored copy of the first US commercial for this hardware sheds light on its initial reception.
The commercial for the Toss-Up handheld, dated June 25th, 1980, did not mention Nintendo or the Game & Watch series at all. Instead, the games were licensed to a company called Mego and sold under the name “Time-Out.” This lack of branding may have contributed to the device’s lack of popularity in the US market.
Gaming historian Chris Kohler discovered a 16mm reel containing the ad on eBay, shedding light on Nintendo’s early ventures in the American gaming market. Despite the lackluster commercial, the hardware itself bore the Nintendo logo on the back, hinting at the company’s future success.
The restoration of the commercial was necessary due to significant fading in the film’s dyes, resulting in a magenta hue reminiscent of old, unrestored movie prints. Movette Film Transfer was utilized to digitize the film and restore it to its original quality, preserving this piece of gaming history for future generations.
The commercial targeted older, trendier youths, emphasizing the Toss-Up as an “electronic sport” for when physical sports were not an option. This approach differed greatly from Nintendo’s later marketing strategies, which focused on families and children. The shift in target demographic is evident in the evolution of Nintendo’s commercials over the years.
The Game & Watch series featured a variety of form factors, including the dual-screen design showcased in one of the devices. Nintendo later drew inspiration from these early designs in its handheld consoles, such as the Nintendo DS Lite, showcasing the company’s ability to innovate and adapt over time.
Nintendo’s early ventures into the handheld gaming market may not have been as successful as their later endeavors, but they laid the foundation for the company’s future success. The restoration of the first US commercial for the Toss-Up handheld serves as a reminder of Nintendo’s evolution over the years and its ability to adapt to changing market trends. As we look back on these early devices, we can appreciate the innovation and creativity that have solidified Nintendo’s position as a leader in the gaming industry.
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