Nintendo teams with...uhm, famous females? to promote 3DS

by: Sean Colleli -
The 3DS and its, in my opinion, unnecessary chubby sibling the 3DSXL, are doing a lot better than when the platform launched but they're still not burning up the charts like the original DS. Nintendo has a solution! A new ad campaign featuring, ah, famous females?

Well that's what they're calling these women in the new "Play as you Are" campaign. Gymnastic Gold Medal winner Gabrielle Douglas expresses her fondness for New Super Mario Bros. 2, while Dianna Agron of Glee fame prefers Art Academy and Professor Layton. Sarah Hyland from Modern Family appropriately enjoys Style Savvy: Trendsetters and Sparkle Snapshots 3D, which seem to fit her fashionista persona.

I think it's cool that Nintendo is putting a more female perspective in their advertising, but I still can't help but feel this is just a teensy bit patronizing, even with Mario and Professor Layton in there. Wow--women like casual games, that's not a stereotype at all. Why not find some famous women who play Metal Gear, or Starfox or Zelda to really break that cliche? I personally know several women who like all sorts of games, in fact they're really quite common, so it shouldn't be that hard to find some famous women who play something besides Style Savvy.

 Nintendo Teams Up with Famous Females for New "Play As You Are" Campaign

Olympic Gold Medalist Gabrielle Douglas Kicks Off Star-Studded Campaign Featuring Glee's Dianna Agron and Modern Family's Sarah Hyland to Show How You Don't Have to Be a Gamer to Enjoy Games on Nintendo 3DS Hand-Held

NOTE: Multimedia available here

REDMOND, Wash.--(BUSINESS WIRE)-- Consumers in the United States will soon see some famous faces talking about their love for the wide array of games and entertainment options available on Nintendo 3DS and Nintendo 3DS XL hand-held systems. On Oct. 1, Nintendo of America will launch a new campaign called “Play As You Are,” designed to show how all kinds of women and young girls can explore their interests and express their individuality using the portable Nintendo 3DS – whether they consider themselves gamers or not. TV stars Dianna Agron (of Fox’s Glee), Sarah Hyland (of ABC’s Modern Family) and Olympic medal-winning gymnast Gabrielle Douglas are teaming up with Nintendo to showcase how games for Nintendo 3DS provide female players with fun, creative ways to challenge themselves and share what makes them unique.

Each of the three celebrities participating in the “Play As You Are” campaign will show how games for Nintendo 3DS engage their respective interests and personalities:

    Gabrielle Douglas became a household name after winning two gold medals as a member of the U.S. women’s gymnastics team at the 2012 Olympic Games. She will appear in broadcast advertising and go for a different kind of gold in New Super Mario Bros. 2 (launched Aug. 19), a new hand-held adventure that challenges players to collect mountains of gold coins as they discover new levels, new power-ups and fun multiplayer options.
    Dianna Agron is not only a music lover like her character on Glee, she is also a dedicated fan, blogger and supporter of visual art. Fittingly, she will be featured in ads for Art Academy: Lessons for Everyone! (Oct. 1). The game lets players of any artistic skill level learn a wide range of painting and drawing techniques that can be applied in real life, from pencils to paints to pastels. She’ll also appear in spots for the puzzle-solving adventure Professor Layton and the Miracle Mask (Oct. 28). Dianna is currently in production on the feature film Malavita, directed by Luc Besson and starring opposite Robert DeNiro and Michelle Pfeiffer.
    Sarah Hyland is a budding fashionista with a keen eye for clothing trends. Her role as Haley on TV’s Emmy award-winning Modern Family is a great match for her fashion-forward style off-screen. She’ll be seen in ads for Style Savvy: Trendsetters (Oct. 22), which lets players use thousands of items and accessories to create fabulous looks and manage their own customized clothing boutiques. Hyland also will star in a Nintendo 3DS holiday ad featuring Sparkle Snapshots 3D (Oct. 18), an application that lets users take 2D pictures, decorate them with 3D accents and share them with friends.

“These women are all amazing role models with their own unique tastes and talents,” said Scott Moffitt, Nintendo of America’s executive vice president of Sales & Marketing. “They know firsthand how Nintendo 3DS can keep them entertained and engaged wherever they go. We think young girls and women of all ages will enjoy hearing what they have to say about their favorite games and activities on Nintendo 3DS.”

From puzzle games to role-playing adventures and everything in-between, more than 126 software titles are currently available for Nintendo 3DS and Nintendo 3DS XL, with more downloadable content added to the online Nintendo eShop every week. In addition to games, consumers can use the system’s built-in 3D camera and applications like Swapnote to connect with friends in creative ways. Nintendo 3DS users can also instantly watch thousands of TV shows and movies on Nintendo 3DS with a Netflix unlimited streaming membership and broadband Internet connection.

Since launching in 2011, the original Nintendo 3DS system has sold more than 19 million units worldwide. Nintendo 3DS XL, which launched on Aug. 19, 2012, has 90 percent larger screens than the original Nintendo 3DS, allowing users to immerse themselves even more deeply into their games and entertainment. Both versions of the system include built-in wireless features such as StreetPass and SpotPass, built-in cameras and the ability to enjoy games, movies and video content in 3D without the need for special glasses.

Remember that Nintendo 3DS and Nintendo 3DS XL feature parental controls that let adults manage the content their children can access. For more information about this and other features, visit http://www.nintendo.com/3ds.
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