Nintendo Says 'Touching Is Good' in Sexed-Up DS Ads

[Champ]

NEW YORK (Reuters) - Japanese game maker Nintendo Co. Ltd. 7974.OS is sexing up its U.S. advertising to launch the DS handheld device, promising mature players that the gadget is not their little brother's Game Boy.

The No. 1 maker of handheld game devices is spending $40 million in its largest product launch, bracing for all-out war with Sony Corp. 6758.T , which is expected to debut a portable device soon after the Nintendo DS hits U.S. stores on Nov. 21.

But in an unusual move for Nintendo, known for games featuring animated characters Mario and Pokemon, the new ads aim to titillate with the tagline "Touching is Good."

Teaser spots start on Monday, playing up the dual-screen device's touch controls. A woman's sultry voice invites the viewer to come a little closer and get a feel.

http://www.reuters.co.uk/newsArticle.jhtml?type=technologyNews&storyID=6590590§ion=news