Tommy Hilfiger Game Boy Color Announced

Nintendo of America has announced that it is expending its relationship with Tommy Hilfiger to release a special limited edition version of its Game Boy Color carrying the Hilfiger name and colors. This is the first time a Nintendo system has been co-branded with another company's logo. The limited edition Game Boy will be yellow and will sport the red, white, and blue Tommy Hilfiger logo. As well, certain Tommy Hilfiger store locations will feature in-store demos of some of Nintendo's latest software titles for the Nintendo 64 and Game Boy Color.

"Nintendo's and Tommy Hilfiger's ingenuity is more than just fun and games. We strive to push the envelope with innovative marketing strategies," says Peter Main, Nintendo of America's executive vice president, sales and marketing. "This promotion is a natural partnership, since both companies tailor to the trendsetters who dress to impress and enjoy interactive entertainment."

The promotion's start date will vary from location to location, but it will officially begin on July 25.