Nintendo Key Figures - Takehiro Izushi (出石武宏), inventor of Custom Gunman

Over the lasts months, many posts on this blog covered the creations and innovations by Nintendo master engineer and inventor Gunpei Yokoi. And rightly so, as his imagination has been a key force in shaping Nintendo to what it is today. But it has never been a complete solo effort by Yokoi. Great designers work in great teams, with people who help shape, hone, extend and execute ideas.

In future posts, I will also spotlight some of Yokoi's collaboraters and colleagues from Nintendo's Research and Development department.

We will start with the inventor of two of my personal all-time Nintendo favorites: Custom Gunman and Custom Lion (カステム ガンマン, カステム ライオン). These light gun targets were the last toys in the successful Kousenjuu Custom (光線銃 カスツム) series.

Nintendo Custom Gunman - alternative versions - Shoot Em Ups

Around three weeks ago, I posted a message asking for information regarding alternatives versions of Nintendo Custom Gunman.

This quest was initiated by a message from US reader Joe, who was looking for a toy he had found under the Christmas tree many moons ago, but which he had since lost and forgotten the name of.

Shoot Em Ups arrives one Christmas morning in the 70s

Joe just contacted me with the news that he had been able to track one down! It is called Shoot Em Ups.

Nintendo Custom Gunman - alternative versions - Sharp Shooter & Safari Hunt

In today's post, I am calling out for help.

I am looking for information on Western releases of Custom Gunman, which is one my favorite toys created by Nintendo in the 70s.

On a Christmas morning in Niagara Falls, NY in the late 70s

Now, a couple of weeks ago, I received a message from an American reader of this blog, named Joe:

"Do you know if there was a U.S. Version of Custom Gunman made? I was born in 1973 and got this for Christmas one year. But mine had a dark brown box and the gunman was dressed in black. I even have a pic of me playing with it Christmas morning. I think that they bought it from a store called Brand Names which went out of business in the late 80's. I am from Niagara Falls, NY."

Joe included the picture above, which shows him being very pleased with a bunch of new toys, including something quite similar to a Custom Gunman. Similar, but not the same. As Joe described in his message, it had different colors and most likely also a different name (which he could not remember anymore).

Nintendo Custom Lion and Custom Gunman (1976) - the original

It was the first time I saw this particular version of Custom Gunman. Earlier this year, when searching the Net, I had come across some images of alternative versions of Custom Gunman, but had not been able to find any more information about them; where and when they were released, and if they were officially licensed or clones. I also lost the source location of these images.

Custom Gunman version "Electric-Eye Sharp Shooter" (19??)

The image above and below are from a version called Electric-Eye Sharp Shooter. Except for the name and some details, this version is very close to the original.

Next, another image surfaced with yet another version of this Electric-Eye Sharp Shooter, with a different color scheme.

Yet another version of Electric-Eye Sharp Shooter

Joe also sent a link to a 1978 catalog from mail-order company Montgomery Ward (apparently the first ever mail-order company). This featured an even more intriguing version, where the cowboy is replaced by a gorilla: it is called Glaring Gorilla, and the words "Safari Hunt" appear on its base.

(Source of image below: http://www.flickr.com/photos/wishbook/3191820126/in/set-72157612485482806).

Taken from 1978 Montgomery Ward catalog

So, here comes the question: who has any information about these alternative versions of Custom Gunman? Who has owned them as a kid? Who knows where to find one? I would love to hear from you. Please post a comment below or contact me.

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Oct 1 update: the toy Joe was looking for turns out to be called Shoot Em Ups!

Nintendo Custom Gunman and Custom Lion (カスタム ガンマン, カスタム ライオン, 1976)

Arguably the most spectacular toys in the Nintendo Kousenjuu series are Customer Gunman (カスタム ガンマン) and Custom Lion (カスタム ライオン).

"Kousenjuu Custom Gunman Set"

The US Patent for Custom Gunman and Custom Lion is credited to Takehiro Izushi.

The targets were released in 1976 and sold in two versions each, retailing for ¥5,000 and ¥7,500, respectively.

All versions of Custom Gunman and Custom Lion, together with Custom Gun

One version, shown on the left in above picture, contained only a target, and was aptly called Custom Gunman Target (カスタム ガンマ ターゲット) and Custom Lion Target (カスタム ライオン ターゲット). The other version, shown on the right, contained both a target and a Custom Gun, and was called Custom Gunman Set (カスタム ガンマ セット) and Custom Lion Set (カスタム ライオン セット).

The Custom Gun (カスタム ガン) was also sold loose, for ¥2,500.

As an aside: as you can see, there was no price difference between the set and the loose target and gun. This would both cost you ¥7,500. I have found this to be typical of how prices are set in Japan, whereas in other cultures buying a set would provide you with some form of discount. I personally like the Japanese way; there is no push, no advantage in buying more at the same time. You can buy the various parts when you feel like it, without spending more.

Back to the gun. This Custom Gun is a new type, different to the Kousenjuu SP Gun from 1970. They can be easily distinguished, as the Custom Gun has a brown handle, as opposed to the white handle of the Kousenjuu SP Gun. The newer gun also has a slightly lighter feel, which is explained by the plastic trigger mechanism which has replaced the metal mechanism of he older gun.

More importantly, by using a different type of light source and a focal lens at the end of the gun, the new Custom Gun is capably of hitting a target at a far greater distance. The Customer Lever Action Riffle from 1971 uses the same technology, and can also be used to shoot these targets. The Kousenjuu SP Gun will not work on the Custom targets.

The Custom Lion target is slightly bulkier, and comes in a bigger (higher) box.

Both games feature nice drawings on the front and sides, showing the game action.

The Custom Gunman Set and Custom Lion Set include the Custom Gun

I am not sure why that lion is looking so happy, while it is being hit in the gut.

Maybe it is just doing a bad job looking surprised?

Custom Gunman is a cool dude, mustache and all. But first, let's get him out of his box.

We load the Gunman with 2 C-cells and the gun with two AA batteries.

Note how the light sensor is placed strategically in the cowboy's heart area.

After switching on the game, it starts producing a quite frightful whirring sound, as the Gunman self-erects. When it is fully standing up, the sound stops.

Now, nothing remains but silence. The Gunman is squinting, staring us in the eye. Are you looking at me?

We take aim, and fire. The Gunman, hit, falls to the ground.

After laying dead for a few precious seconds, he recomposes himself and stands up again. Ready for another showdown.

The base of the game contains a clever mechanism, which pulls the two metal cables in the legs of the Gunman to erect him. When the sensor detects a hit, these cables are suddenly released, making the guy fall. The cables also double as wiring to the light sensor in his torso.

Custom Gunman Target and Customer Lion Target, without gun

For those who already had a gun but wanted to get an additional target, they could also be bought loose.

As most people bought the set with target and gun, the versions with just the target are much rarer these days, as they were produced in much smaller quantities.

These games were the last of the Kousenjuu light gun targets produced, and I believe Nintendo saved the best for last. You could say the series ended with a bang.

Recently some information surfaced about US releases of Custom Gunman: Sharp Shooter, Glaring Gorilla and Shoot Em Ups. It is not clear of these were officially licensed, but they are most likely illegal clones.

Nintendo Light-beam games Kôsenjû SP and Kôsenjû Custom (光線銃SP, 光線銃 カスタム 1970-1976)

At the start of the 70s, light-sensitive electronics (photoconductive cell or LDR - light-dependent resistor) were still fairly new. Manufacturers of these components were looking for new ways to apply them, thus extending their customer base. Sharp was one of the companies that produced them, and one of their sales staff, Masayuki Uemura, visited Nintendo and met with Gunpei Yokoi.

Not only did this meeting result in a series of new toys, but Mr. Uemura eventually moved over to Nintendo where he came to head up one of the hardware design groups.

The entire Kôsenjû SP series: gun, riffle and six different types of targets

Sharp’s LDR would be used in the light-beam series called Kôsenjû SP (光線銃SP): toy guns that emitted a short flash of light when 'fired' and targets equipped with a sensor that would register the light (when aimed correctly) and show the hit in various fashions.

The Kôsenjû SP Gun (ガン)

The Kôsenjû SP series was introduced in 1970

The SP gun had a white handle. The Custom gun handle is black.

The Kôsenjû SP Rifle featured a telescope and "pump action" to reload

When hit by the light-beam, the Jumping Bottle target would spring into two parts, held together by an electromagnet until hit by the light from the gun. Other targets included a roulette that would spin, a lion that would roar and wildlife scenes with exotic birds or animals of prey (Electro Bird and Electro Safari) collapsing upon each hit. All guns and targets are battery operated.

Kôsenjû SP targets Electro Roulette, Lion, Poker and Jumping Bottle

With this series, introduced in 1970, Nintendo created something for the entire family: to be enjoyed by children and adults together (well, fathers and their sons, probably).

Around this time, electronic games started to become mainstream, even though the retail prices were still considerable, ranging from ¥980 to ¥2,500 for gun and rifle, and between ¥2,500 and ¥5,900 for the individual targets. These prices notwithstanding, Nintendo had another blockbuster on its hands, selling into the hundreds of thousands of the various guns and targets.

These toys are amongst the first (if not the first) commercially available light-guns for home use, although less sophisticated than the subsequent video game light-guns that work together with a TV screen (the Magnavox Odyssey rifle being the first one of these, released in 1972).

The Kôsenjû Custom series: Custom Lever Action Rifle and Custom Target

A second series of light-gun toys was introduced in 1971, called Kôsenjû Custom (光線銃 カスタム), consisting of a very realistic looking rifle made from wood-like plastic and metal (Custom Lever Action Rifle, ¥14,000) and a new target (Custom Target, ¥7,800). These were clearly aimed at older children and adults.

The Custom series continued in '76 with Custom Gunman and Custom Lion

In 1976 the Kôsenjû Custom series was rejuvenated with two great new targets: Custom Gunman and Custom Lion. These were sold loose for ¥5,000, as well as in sets with target and gun for ¥7,500. As the name suggests, these feature a gunman or lion that would collapse dramatically when hit. After a short time lying dead, by means of a clever mechanism inside the toy, they would automatically spring back to life, ready to take the next shot.

For more information on the various items in the Kôsenjû series, check out the following posts: Electro Safari & Electro Bird, Jumping Bottle, Electro Poker, Custom Gunman and Custom Lion, Guns and Rifles and Custom Lever Action Rifle.