Wii™ Connected to Consumers for Nintendo

Client objective:
Nintendo® wanted to capitalize on the greatly anticipated Wii gaming console by introducing a line of accessories to the retail marketplace.

Brand & initiative:
Nintendo was launching its highly popular Wii gaming console, and wanted to expand on its success potential through a line of accessories offered at retail.The company looked to BDAdue to previously successful launches of Game Boy Advance SP™ and Nintendo DS™ accessory lines.

Strategic solution:
BDA’s Consumer & Licensed Merchandise Division has a history of combining imagination and creativity to transform leading global brand names into trend-setting, must-have consumer merchandise. The Wii gaming console launch was no exception. Our timing to market and breadth of line allowed us to partner with every major video game retailer to have first-to-market Wii accessories on retail shelves prior to launch.
 
Design & development:
BDA developed a full accessories line for Wii. One of the items designed for use with the Wii controller is a highly sought-after silicone “glove”, available in a variety of colors. It remains the number one seller for the Wii line. The glove is created of unique glow-in-the-dark or heat-sensitive, color-changing materials, and is ideal for extending brand presence and personalization.

Action & results:
BDA’s Consumer & Licensed Merchandise Division helped Nintendo extend its Wii brand through a comprehensive line of retail accessories, utilizing unique skills and capabilities including:

• In-house design agency/merchandising – to ideate the accessories line.
• Licensed retail competency – to negotiate and place accessories in top retail environments around the world.
• Quality manufacturing – global scale production capabilities to meet dramatic growth while maintaining stringent testing and certification standards around the world.

Brand results:
Sales were so successful after BDA introduced the Wii accessories line to the retail marketplace that nearly every product was the best seller in its category, and are now sold in every region around the world.

The customer experience:
 “All of us here at Nintendo look forward to a continuing our relationship with BDA. I think we agree that the path is clear and we are going to achieve some major successes in the months and years to come. Keep pushing and continuing to innovate!”

­                                                            –   Jon Regala, Nintendo Brand Specialist, Licensing