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:
“The little toy dog is covered with dust,
But sturdy and stanch he stands;
And the little toy soldier is red with rust,
And the musket moulds in his hands.
Time was when the little toy dog was new,
And the soldier was passing fair;
And that was the time when our Little Boy Blue
Kissed them and put them there.”
—Eugene Field (1850–1895)
“Yet, hermit and stoic as he was, he was really fond of sympathy, and threw himself heartily and childlike into the company of young people whom he loved, and whom he delighted to entertain, as he only could, with the varied and endless anecdotes of his experiences by field and river: and he was always ready to lead a huckleberry-party or a search for chestnuts and grapes.”
—Ralph Waldo Emerson (1803–1882)