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Game Boy's New Merchandising Approach A merchandiser can reinforce brand values. Diam International addressed project objectives to create a fresh, innovative way to showcase the new Nintendo Game Boy Advance SP. Visually, the new Game Boy is high tech, compact and for the first time, with a lit screen, encourage interactivity, be flexible for a range of retail configurations and be easily updateable. The resulting unit is called a Lit Blade, with lighting on the front, top and side to attract attention. The use of lighting and even the display shape reinforce Game Boy branding. For optimal user experience, cradle height can be adjusted for user comfort. An industrial strength magnet lock serves to prevent theft and only Nintendo reps can release it. Two versions were developed: the lit blade interactive and a counter version, enabling one fixture to satisfy a wide range of retail requirements - showcase, shelf, pegwall. Finally, the wing panels swivel to self-correct if moved and can be removed and replaced for new games, which are updated monthly.
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