Toy Company
Riddled with debt, Nintendo struggled to survive in the Japanese toy industry; it was still small at this point, and dominated by already well established companies such as Bandai and Tomy. Because of the generally short product life cycle of toys, the company always had to come up with new products. This was the beginning of a major new era for Nintendo.
In 1970, Hiroshi Yamauchi was observing a hanafuda factory. He noticed an extending arm, which was made by one of their maintenance engineers, Gunpei Yokoi, for his own amusement. Yamauchi ordered Yokoi to develop it as a proper product for the Christmas rush. Released as "The Ultra Hand", it would become one of Nintendo's earliest toy blockbusters, selling over a million units. Seeing that Yokoi had promise, Hiroshi Yamauchi pulled him off assembly line work. Yokoi was soon moved from maintenance duty to product development.
Due to his electrical engineering background, it soon become apparent that Gunpei was quite adept at developing electronic toys. These devices had a much higher novelty value than traditional toys, allowing Nintendo to charge a higher price margin for each product. Yokoi went on to develop many other toys, including the Ten Billion Barrel puzzle, a baseball throwing machine called the Ultra Machine, and a Love Tester. Another invention of his, in collaboration with Masayuki Uemura from Sharp, was the Nintendo Beam Gun Game, the precursor to the NES Zapper.
In 1977, Nintendo saw the hiring of Shigeru Miyamoto, the man who (along with Yokoi) would become a living legend in the world of gaming and the secret to Nintendo's longevity; his creative vision was instrumental in determining the path Nintendo's future (and indeed, the industry's as a whole) would follow to beat all other companies.
Read more about this topic: History Of Nintendo
Famous quotes containing the words toy and/or company:
“As the creative adult needs to toy with ideas, the child, to form his ideas, needs toys—and plenty of leisure and scope to play with them as he likes, and not just the way adults think proper. This is why he must be given this freedom for his play to be successful and truly serve him well.”
—Bruno Bettelheim (20th century)
“We noticed several other sandy tracts in our voyage; and the course of the Merrimack can be traced from the nearest mountain by its yellow sand-banks, though the river itself is for the most part invisible. Lawsuits, as we hear, have in some cases grown out of these causes. Railroads have been made through certain irritable districts, breaking their sod, and so have set the sand to blowing, till it has converted fertile farms into deserts, and the company has had to pay the damages.”
—Henry David Thoreau (1817–1862)