Big Boys' Toys - Making Game Boy something to do with your brain

Game Boy was already established as a children's icon when Nintendo asked JWT to send it zapping up the sales graph, which meant identifying a new audience.
Agency: J Walter ThompsonAuthor: Fiona Bioletti

Big Boys' Toys - Making Game Boy something to do with your brain

Game Boy was already established as a children's icon when Nintendo asked JWT to send it zapping up the sales graph, which meant identifying a new audience. By understanding the tension between the child and the adult in your average bloke, JWT developed a strategy, and advertising that moved Game Boy from being a toy to being exercise for your mind.

WHAT WE WERE ASKED TO DO

Game Boy had worked its way firmly into the back...

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