Nintendo has been known for their exclusivity and their hesitance towards sharing their IP for many years, but as of late we’ve been seeing a trend of partnerships between Nintendo and various other contenders in the entertainment market. An upcoming Universal Parks project, a plan to move into mobile gaming, and even a crossover with Activision’s Skylanders have been announced in the past few months. Why is it that Nintendo has become so eager to lend out their franchises? In the words of Reggie Fils-Aime, president of Nintendo of America, “I don’t think it’s so much that the approach to our IP has changed. I think maybe we’re finding more partners and we’re finding people who really share our vision for how to leverage intellectual property.”
What is Nintendo’s
“vision” on how their IP should be used? Reggie explained his thoughts further:
“[W]e want to make sure when we work with business partners or we work on collaborations that we’re partnering with people who understand the value of intellectual property, and can help us in propelling our IP forward.”
— Reggie Fils-Aime
In particular Reggie detailed the process of becoming partners with Activision, and when they collaborated with Nintendo to add Donkey Kong and Bowser to
“Because Activision recognized that with Nintendo’s strength with families and kids, that having conversations with us and creating a business would be effective, but it needed to fit with Nintendo’s philosophies and how we view the marketplace.” — Reggie Fils-Aime
With as strong of a line up of first-party names and franchises as they have, do you believe that Nintendo’s decision to lend out their characters and IPs is worthwhile? Who do you want to be part of Nintendo’s next collaboration? Share your thoughts in the comments below!