Magazine article Marketing

Dixons Clouds Super Nintendo Launch

Magazine article Marketing

Dixons Clouds Super Nintendo Launch

Article excerpt

Nintendo is going ahead with this week's launch of its Super NES video game despite the shock refusal of Dixons to stock it following a row over margins.

A [BRITISH POUNDS]1.5m TV campaign through Publicis breaks this week. But the Dixons decision has taken some of the shine off Nintendo's biggest product launch of the year.

Dixons is easily the UK's biggest video games stockist and its move is a blow to Nintendo's hopes of outselling bitter rival Sega in the top end of the [BRITISH POUNDS]350m market.

Sega has already sold 315,000 of its flagship Megadrives thanks in part to availability in Dixons. It hopes to sell 650,000 this year.

But Nintendo points out that retailers like Comet, Toys R US, Woolworths and WH Smith are committed to the Super NES and claims that it will still sell between 500,000 and 650,000 of the [BRITISH POUNDS]150 consoles by Christmas.

"We believe we still have excellent coverage for the launch," says a Nintendo insider.

Neither Nintendo's UK distributors Bandai nor Dixons will make any official comment on the origins of the row but it seems that Dixons is throwing its weight in a protest against wafer thin margins. …

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