Nintendo's New Brand Game

By introducing an imprint for portable video games geared toward older players, the game maker aims to capitalize on the industry's sales trends

The Web site for Nintendo's subbrand, Touch Generations, which launched this month, is filled with photos of consumers in the target demographic. In one shot, two gray-haired men in blazers peer curiously over the shoulders of a neatly dressed woman playing a game on a Nintendo DS Lite, the company's sleek new portable player. In another image, a well-coiffed, 60-ish lady holds the DS Lite sideways, like an open book, smiling contentedly at the camera.

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