Gaming historians preserve what’s likely Nintendo’s first US commercial

Enlarge / "So slim you can play it anywhere." (credit: VGHF)

Gamers of a certain age may remember Nintendo's Game & Watch line, which predated the cartridge-based Game Boy by offering simple, single-serving LCD games that can fetch a pretty penny at auction today. But even most ancient gamers probably don't remember Mego's "Time Out" line, which took the internal of Nintendo's early Game & Watch titles and rebranded them for an American audience that hadn't yet heard of the Japanese game maker.

Now, the Video Game History Foundation (VGHF) has helped preserve the original film of an early Mego Time Out commercial, marking the recovered, digitized video as "what we believe is the first commercial for a Nintendo product in the United States." The 30-second TV spot—which is now available in a high-quality digital transfer for the first time—provides a fascinating glimpse into how marketers positioned some of Nintendo's earliest games to a public that still needed to be sold on the very idea of portable gaming.

Imagine an “electronic sport”

A 1980 Mego catalog sells Nintendo's Game & Watch games under the toy company's "Time Out" branding. (credit: Mego Museum)

Founded in the 1950s, Mego made a name for itself in the 1970s with licensed movie action figures and early robotic toys like the 2-XL (a childhood favorite of your humble author). In 1980, though, Mego branched out to partner with a brand-new, pre-Donkey Kong Nintendo of America to release rebranded versions of four early Game & Watch titles: Ball (which became Mego's "Toss-Up"), Vermin ("Exterminator"), Fire ("Fireman Fireman"), and Flagman ("Flag Man").