What’s this? Nintendo has filed a trademark application in Japan that includes an image of the original 1989 Game Boy console, and covering all sorts of associated merchandise and accessories.
Is Nintendo releasing the Game Boy Classic Edition? Is that what they’re up to? Are they doing this again?
They’ve already re-released the Super Nintendo as Super Nintendo Classic Edition, and with the 30-year anniversary of the Game Boy just around the corner, the timing makes a certain amount of sense.
Now, technically the trademark isn’t for the Game Boy itself, just for that image. Still, it’s an image of a Game Boy. Why the sudden move to protect that image if they’re not planning on using it on a major scale in the near future?
Nintendo are masters of nostalgia. Even today, their brand focuses largely on your love for and loyalty to cherished childhood figures like Mario, Peach, Toad, Donkey Kong, Yoshi, and Link. They own Pokémon, for God’s sake. They even bought Sonic the Hedgehog from Sega. With the world falling apart and the future a still-smoldering wasteland of scorched promise, people are retreating to nostalgia more than ever.
Comforting, isn’t it?
And it doesn’t stop there! Rumor also has it that Nintendo might be doing the same thing with the Nintendo 64, releasing a Classic Edition for the lightly-younger set of Nintendo fans.