Nintendo is rolling out an extensive PR campaign and celebrity-seeding programme to promote the launch of the new Game Boy Advance SP Limited Pink Edition. Nintendo has targeted women's consumer glossy media for all important peer endorsement, in addition, Nintendo has linked up with cutting edge fashion brand Diesel who has designed and produced an exclusive pink suede belt with two matching cases for carrying the Game Boy Advance SP and games. The belt and Game Boy Advance SP Limited Pink Edition will be appearing across teen press throughout November.

The Game Boy Advance SP Limited Pink Edition has also been seeded with influential female celebrities before its UK launch. As celebrity opinion formers have a significant impact on fashion trends for young women, Nintendo is hoping endorsement will help the Game Boy Advance SP Limited Pink Edition to take its place as the essential must have item for girls. A-list celebrities including Kate Moss, Rachel Stevens, Girls Aloud, Katy Hill, Holly Willoughby, Liberty X and Keira Knightly are already well-known fans of the sleek and stylish console.

Dawn Paine Head of Marketing for Nintendo UK said: "Gaming has traditionally been a male dominated market, but now the tides are turning. As the video game industry evolves, more and more women are plugging in and turning onto games. Nintendo prides itself on being an innovator in its field and is dedicated to embracing this change."