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MarketScreener Homepage  >  Equities  >  Tokyo  >  Nintendo Co., Ltd.    7974   JP3756600007


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Mario Shopping Kart: Nintendo unveils Tokyo store to lure casual gamers

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11/19/2019 | 01:43am EST
The logo of the Nintendo is displayed at Nintendo Tokyo, the first-ever Nintendo official store in Japan, during a press preview in Tokyo

Nintendo Co Ltd unveiled its first Japanese store on Tuesday in Tokyo's trendy Shibuya shopping district, in a step towards greater commercialisation of its cast of popular characters.

The Nintendo Tokyo store in the fashion-focused Parco department store marks the latest move into the mainstream for Japan's gamer culture and gives Nintendo a key location to attract more casual fans.

The store - previewed to the media on Tuesday ahead of its public opening on Friday - offers a range of goods featuring prized characters including Italian plumber Mario, adventurer Link and pink alien Kirby, with exclusive products from Legend of Zelda-branded ties to Animal Crossing-themed oven gloves.

The Kyoto-based company will look at how the store performs before considering further openings, a spokesman said.

"Nintendo is a company that thinks over a very long time-horizon," said Hirokazu Hamamura, head of game magazine publisher Famitsu Group.

The Kyoto-based company, which already operates a store in New York, is building on the success of the Pokemon Center retail chain, which will also have space on the 6th floor of the new Parco.

That chain is managed by the Pokemon Company, which was set up with investment from gaming companies Nintendo, Game Freak and Creatures to help manage the franchise.

Pokemon's broad offering spanning video games, movies and soft toys, has made the franchise a home-grown contender for a Disney-style pop-culture empire.

That contrasts with Nintendo's tight grip over its characters, with moves to broaden its appeal including Super Nintendo World, a new attraction set to open at the Universal Studios Japan theme park in Osaka next year.

The new outpost of Pokemon Center, which last month proved wildly popular when it opened a pop-up store in London, features black walls and graffiti-splashed Pikachu toys in a nod to its location in Shibuya - a street-fashion mecca.

Parco's 6th floor also features stores from companies such as games maker Capcom Co Ltd.

Nintendo's push to drive sales beyond hardcore gamers comes as two Pokemon titles received a positive reception when they launched for the Switch console last week, bringing a game with full Pokemon battling mechanics to the device for the first time.

The game is expected to drive demand for the Switch and the lower-cost Switch Lite into the year-end shopping season.

(Reporting by Sam Nussey; Editing by Stephen Coates)

By Sam Nussey

Stocks mentioned in the article
ChangeLast1st jan.
CAPCOM CO., LTD. 1.76% 2720 End-of-day quote.28.30%
HEWLETT PACKARD ENTERPRISE -0.13% 15.89 Delayed Quote.20.44%
JAPAN SYSTEMS CO.,LTD. -3.13% 403 End-of-day quote.95.63%
KIRBY CORPORATION -0.79% 82.98 Delayed Quote.24.17%
NINTENDO CO., LTD. 3.02% 45080 End-of-day quote.58.68%
SHIBUYA CORPORATION 2.03% 3260 End-of-day quote.-5.51%
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Financials (JPY)
Sales 2020 1 278 B
EBIT 2020 311 B
Net income 2020 222 B
Finance 2020 1 038 B
Yield 2020 2,02%
P/E ratio 2020 24,3x
P/E ratio 2021 19,1x
EV / Sales2020 3,39x
EV / Sales2021 3,06x
Capitalization 5 370 B
Technical analysis trends NINTENDO CO., LTD.
Short TermMid-TermLong Term
Income Statement Evolution
Mean consensus OUTPERFORM
Number of Analysts 18
Average target price 49 135,29  JPY
Last Close Price 45 080,00  JPY
Spread / Highest target 42,2%
Spread / Average Target 9,00%
Spread / Lowest Target -24,6%
EPS Revisions
Shuntaro Furukawa President & Representative Director
Satoru Shibata Director, General Manager-Sales & Operations
Hajime Murakami Executive Officer & GM-Administration
Ko Shiota Director, GM-Technology & Development
Shigeru Miyamoto Representative Director
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1st jan.Capitalization (M$)
NINTENDO CO., LTD.58.68%47 954
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