Nintendo president Doug Bowser: Switch is ‘redefining what a console life cycle can look like’

“It’s unique to Nintendo, we’re very selective and very careful about who we partner with when it comes to licensing,” Bowser said. “We’ve had partnerships with Puma, with Color Pop cosmetics, with Levi’s, quality brands that really bring the uniqueness of Nintendo overall. So as an entertainment company, we’re looking for ways that we can introduce our properties to consumers in a very unique and differentiated way, and selectively, but then ultimately bring them back into that gaming experience. We believe that is the model going forward.”