Sunday, March 27, 2022

Nintendo leaflet in 1975 toys trade magazine

In a recent post we explored the catalogue of Nintendo products as it was back in September 1971, at which time Nintendo had completed the shift from card manufacturer to toy company, with an expanded range of products that was made up of traditional games, Nintendo's own innovations and licensed (as well as copied) existing toys and games.

In today's post we move to 1975, were we find Nintendo more established as toy company, with a product range that has evolved a bit further, but very much still in line with the products it offered four years earlier.

Nintendo was on the doorstep for further expansion, into the era of (home) video games (starting with the Color TV Games series in 1977, followed by the launch of the Family Computer in 1983) and handhelds (Game & Watch in 1980), but let's not get ahead of ourselves and see what they had to offer in the mid 1970s.

We travel back in time through the help of Toys Trader (玩具商報) magazine, in particular issue 12 from 1975. As the name suggests, it's a magazine intended for the toys trade, aimed at toy shop owners and toy buyers. The magazine consists of editorial content, describing new trends, toy fairs and related gatherings, interviews with figure heads and other information relevant to professionals in the toys business, mixed with advertisements by toy producers and wholesalers.

One of the more eye-catching ads is a fold-out leaflet by Nintendo, one of only two of such fold-outs in the magazine (the other one for a company selling jigsaw puzzles). It is printed in full colour, while most of the magazine, including most of the advertisements, are in black and white. Nintendo clearly was willing and able to spend big on marketing.

The fold-out is about 35 by 26 centimeters, and printed on both sides. It is dated June 1975.


1975 Nintendo leaflet - front

The message at the top of the front states that Nintendo's "idea products" (任天堂のアイデア商品) are "Lot's of fun" (たのしさがいっぱい).

Let's go through the various sections of the leaflet, starting with the top left corner of the front. This shows a selection of board games, that are bigger, more elaborate and more expensive than those offered a few years before.