Game Boy gets girly

Nintendo isn't ashamed to admit that it's chasing girls. The company today has announced that its Game Boy Advance SP is getting a new hue, with females being its main target. A Pearl Pink GBA SP will be released in North America on March 27 and will retail for $79.99.

Releasing hardware in multiple colors is nothing new to Nintendo. The company has released several different-colored editions of its Game Boy Advance series of handhelds, DS, and GameCube consoles in Japan. In fact, one of the main selling points of the Game Boy Micro, which sold well in Japan, was its multiple colors and customizable faceplates. The recently redesigned DS is also available in multiple colors.

Fans of Nintendo's portables are no stranger to the color pink. Several of Nintendo's handhelds have been released in the rosy shade, including the Game Boy Advance SP, but March 27 will mark the debut of a pink version of the handheld in North America.

According to Nintendo, 24 percent of Game Boy Advance SP owners and 43 percent of all gamers are female. To date, the Game Boy line has sold 188 million units.