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Bowser retires from Nintendo, succeeded by first female president
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Bowser retires from Nintendo, succeeded by first female president

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Nintendo of America president Doug Bowser is set to retire at the end of the year, and will be succeeded by the company’s first female president.

Bowser followed Reggie Fils-Aimé as president in 2019, and has spent over a decade in multiple leadership positions. His time as president has covered the majority of the Switch’s life, and the recent launch of Switch 2, and will end on 31st December 2025.

Devon Pritchard will take over as president, following 19 years in the industry. She is already a long-standing member of the NOA leadership team, currently serving as executive vice president of revenue.

Nintendo Switch 2 – Is It Good?Watch on YouTube

In addition to this change, Satoru Shibata will join NOA as chief executive officer. Shibata was previously president of Nintendo of Europe from 2000 – 2018, and was most recently general manager of the marketing division at NOA. He’s also outside director of The Pokémon Company.

“One of my earliest video game experiences was playing the arcade version of Donkey Kong,” said Bowser. “Since that time, all things Nintendo have continued to be a passion for both me and my family. Leading Nintendo of America has been the honour of a lifetime, and I am proud of what our team has accomplished in both business results and the experiences we’ve created for consumers.

“Now, it’s time for the next generation of leadership and Devon’s track record speaks for itself,” he continued. “She is an exceptional leader, and her promotion is a testament to her strong performance and strategic contributions to the company’s growth. I have full confidence that she will guide the company to even greater heights.”

Pritchard said she is “humbled and excited to take on this new role”. “Doug has been a fantastic mentor,” she continued, “and I look forward to building on the incredible foundation he has helped establish. With characters and worlds that offer something for everyone, my focus will be continuing to build on Nintendo’s legacy of surprising and delighting our longtime fans, while at the same time welcoming new players into the Nintendo family.”

Nintendo’s Japanese president Shuntaro Furukawa added: “During his tenure, Doug made numerous contributions to bring smiles to the faces of people connected to Nintendo. I would like to express my gratitude for his strong efforts. Devon, who will become the next president, has also made many contributions to Nintendo over the years. I am confident that, like Doug, Devon will continue to support Nintendo’s important mission of creating smiles.”



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Doug Bowser to retire, Devon Pritchard to succeed as Nintendo of America president
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Doug Bowser to retire, Devon Pritchard to succeed as Nintendo of America president

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Nintendo has announced the retirement of current Nintendo of America president and COO Doug Bowser. He will be succeeded by VP of revenue, marketing, and consumer experience Devon Pritchard.

Satoru Shibata will take on the role of CEO, while continuing his positions as managing executive officer and corporate director. He joined the firm in 1985, and was previously president of Nintendo of Europe.

The leadership transition will occur on December 31, 2025.

Bowser joined Nintendo in 2015 as vice president of sales and marketing, becoming senior vice president a year later. In 2019, he took on the role of president and COO following the retirement of Reggie Fils-Aimé.

“Leading Nintendo of America has been the honour of a lifetime, and I am proud of what our team has accomplished in both business results and the experiences we’ve created for consumers,” said Bowser.

“Now it’s time for the next generation of leadership and Devon’s track record speaks for itself. She is an exceptional leader, and her promotion is a testament to her strong performance and strategic contributions to the company’s growth. I have full confidence that she will guide the company to even greater heights.”

Pritchard, who will become Nintendo’s first female president, joined the company in 2006 and was previously executive vice president of business affairs and publisher relations.

As well as her role as president, Pritchard will join the Nintendo of America board of directors and become an executive officer at the Japanese firm.

“I am humbled and excited to take on this new role,” said Pritchard. “Doug has been a fantastic mentor, and I look forward to building on the incredible foundation he has helped establish.”

“My focus will be continuing to build on Nintendo’s legacy of surprising and delighting longtime fans, while at the same time welcoming new players to the Nintendo family.”

Nintendo president Shuntaro Furukawa added: “During his tenure, Doug made numerous contributions to bring smiles to the faces of people connected to Nintendo. I would like to express my gratitude for his strong efforts.

“Devon, who will become the next president, has also made many contributions to Nintendo over the years. I am confident that, like Doug, Devon will continue to support Nintendo’s important mission of creating smiles.”



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Doug Bowser Retiring From Nintendo Of America, Devon Pritchard Named President And COO
Game Updates

Doug Bowser Retiring From Nintendo Of America, Devon Pritchard Named President And COO

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Nintendo of America president and chief operating officer Doug Bowser has announced his retirement from the role, effective at the end of the calendar year. Devon Pritchard, who joined Nintendo in 2006 and has served as the leader of the Sales, Marketing, and Communications division since 2021, has been named as Bowser’s successor.

Bowser joined Nintendo in 2015 as vice president of sales and marketing, before receiving a promotion to senior vice president of sales and marketing in 2016. In 2019, then-president and COO Reggie Fils-Aimé announced his retirement, and Bowser was named his successor. Although Fils-Aimé ushered Nintendo of America from its disappointing Wii U era into the prosperous Switch era, Bowser oversaw the tail end of the Switch era, which also saw rapid expansion into the film and theme park industries, as well as the start of the Switch 2 era. 

“Leading Nintendo of America has been the honor of a lifetime, and I am proud of what our team has accomplished in both business results and the experiences we’ve created for consumers,” Bowser said in a press release. “Now, it’s time for the next generation of leadership and Devon’s track record speaks for itself. She is an exceptional leader, and her promotion is a testament to her strong performance and strategic contributions to the company’s growth. I have full confidence that she will guide the company to even greater heights.”

Pritchard, as executive vice president of revenue for marketing and consumer experience, is currently responsible for managing physical and digital sales growth, and oversees all aspects of marketing, advertising, events, social media, and original content. According to the press release, Pritchard plans to build on the ways fans can connect with Nintendo’s characters and worlds.

“I am humbled and excited to take on this new role,” Pritchard said in that same press release. “Doug has been a fantastic mentor, and I look forward to building on the incredible foundation he has helped establish. With characters and worlds that offer something for everyone, my focus will be continuing to build on Nintendo’s legacy of surprising and delighting our longtime fans, while at the same time welcoming new players into the Nintendo family.”

Doug Bowser addressing the media at the Switch 2 reveal event in April 2025

In addition to Bowser’s impending departure and Pritchard’s upcoming promotion, Satoru Shibata will join Nintendo of America as chief executive officer in addition to his roles as managing executive officer, corporate director, and member of the board at Nintendo (NCL). Pritchard will also join the Nintendo of America board of directors and become an executive officer at NCL.

“During his tenure, Doug made numerous contributions to bring smiles to the faces of people connected to Nintendo,” Nintendo president Shuntaro Furukawa said in the press release. “I would like to express my gratitude for his strong efforts. Devon, who will become the next president, has also made many contributions to Nintendo over the years. I am confident that, like Doug, Devon will continue to support Nintendo’s important mission of creating smiles.”

Bowser’s retirement is effective on December 31, 2025.



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Doug Bowser talks to Bowser.
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Bowser Leaves Nintendo – Kotaku

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Doug Bowser is stepping down as President of Nintendo of America after five years in charge of the North American business unit. The 10-year veteran of the Mario maker departs shortly after the arrival of the Switch 2 with his retirement taking effect December 31. He’ll be replaced by long-time Nintendo executive Devon Pritchard, who will have the distinction of being the first female president in Nintendo of America’s history.

“One of my earliest video game experiences was playing the arcade version of Donkey Kong,” Bowser said in a press release. “Since that time, all things Nintendo have continued to be a passion for both me and my family. Leading Nintendo of America has been the honor of a lifetime, and I am proud of what our team has accomplished in both business results and the experiences we’ve created for consumers. Now, it’s time for the next generation of leadership and Devon’s track record speaks for itself. She is an exceptional leader, and her promotion is a testament to her strong performance and strategic contributions to the company’s growth. I have full confidence that she will guide the company to even greater heights.”

Satoru Shibata, who at various times in the past was head of Nintendo Australia and Nintendo Europe, will be joining Nintendo of America as chief executive officer, while maintaining his role as managing executive officer at Nintendo Co. in Japan. Pritchard will be elevated to the Nintendo of America Board of Directors and join the executive officer group in Japan.

“With characters and worlds that offer something for everyone, my focus will be continuing to build on Nintendo’s legacy of surprising and delighting our longtime fans, while at the same time welcoming new players into the Nintendo family,” Pritchard said in a statement.

Bowser took over as President of Nintendo of America back in 2019 after Reggie Fils-Aime stepped down following 15 years in the position. Bowser took on a less visible role than his predecessor, but has still appeared in the occasional Nintendo Direct and at big launches, including the recent opening of a new Nintendo store in San Francisco. Bowser’s departure comes shortly after IGN reported a change to the customer service department at Nintendo of America, including more outsourcing to cut costs.

“During his tenure, Doug made numerous contributions to bring smiles to the faces of people connected to Nintendo,” Nintendo head Shuntaro Furukawa said in a statement. “I would like to express my gratitude for his strong efforts.”



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Lego Super Mario: The Mighty Bowser Is On Sale At Amazon Right Now
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Lego Super Mario: The Mighty Bowser Is On Sale At Amazon Right Now

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The massive 2,807-piece Mighty Bowser Lego set is on sale for $250 at Amazon. Normally $270, the elaborate Super Mario display model for adults is the largest Lego Nintendo set so far. Despite launching back in October 2022, The Mighty Bowser rarely receives price cuts. It’s worth noting that Walmart briefly had it for $219 a couple months back, but Amazon’s current deal is still noteworthy due to how uncommon discounts are for this particular Lego Super Mario set. The Mighty Bowser deal is shipped and sold directly from Amazon.

The Mighty Bowser is one of three Lego Nintendo display models Amazon has in stock for discounted prices right now. The best deal is Lego Super Mario World: Mario & Yoshi for $104 (was $130).

$250 (was $270)

Bowser may consistently fail in his attempts to rule the Mushroom Kingdom alongside Princess Peach, but he does own the record for highest brick count in the Lego Super Mario series. At 2,807 pieces, Mighty Bowser stole the crown from the replica Nintendo Entertainment System kit (2,646 pieces).

Once fully built, King Koopa is 12.5 inches tall and 16 inches wide, so you may need to clear some shelf space to display the big guy. With the included stand and Bowser’s tail, the build has a depth of 11 inches.

While you could call The Mighty Bowser a statue, it’s also a giant action figure. His tail, arms, and legs are posable, so you can display Bowser in a variety of different poses. In addition to articulated joints, Bowser’s jaw snaps and buttons beneath it turn his head. He can also shoot fireballs to (try to) stop Mario from thwarting his plans once again. When on his stand, Bowser is flanked on each side by fiery towers.

There’s also a hidden POW Block, which was implemented specifically for Lego Mario, Luigi, and Peach figures to step on. While The Mighty Bowser isn’t considered a playset–it’s one of the five Lego Mario sets geared primarily toward adults–it does interact with the figures included in the starter courses. If you press Lego Mario against Bowser’s shell, he will react to Bowser’s presence.

For a cheaper Lego model of Bowser, check out the recently released, 1,251-piece Prince Florian & Castle Bowser set for $100. Fans of King Koopa can also get the recently discontinued Bowser’s Muscle Car set for $30 at Amazon.

Lego Super Mario World: Mario & Yoshi

As mentioned, The Mighty Bowser is one of eight Nintendo-themed Lego sets designed for adults. The newest addition to the lineup is the 421-piece Lego Game Boy, which releases October 1 and is back up for preorder at Walmart for $60. Preorders are sold out at multiple major retailers, including Amazon.

Amazon also has deals on two other Lego Super Mario display sets right now. The awesome Super Mario World: Mario & Yoshi model shown above is discounted to $104 (was $130). The 1,215-piece build of Mario & Yoshi is designed to resemble Super Nintendo pixel art. With the crank on the side of the stand, Yoshi walks and bobs his head, and Mario’s cape flutters. And if you turn the dial on the back, Yoshi will stick out his tongue. The 20% discount is also available at Walmart and is the best deal yet for this nostalgic Lego Mario build.

For a more budget-friendly Lego Mario display set you can build now, check out the 540-piece Piranha Plant for $48 (was $60) at Amazon.

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Retired Lego Bowser Muscle Car Is Only $24 At Amazon, Sold Out Everywhere Else
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Retired Lego Bowser Muscle Car Is Only $24 At Amazon, Sold Out Everywhere Else

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Amazon has restocked the newly retired Lego Super Mario: Bowser’s Muscle Car. The popular 458-piece building set was first listed for retirement by Lego alongside two other Super Mario Lego products back in May. Since then, all other major retailers have run out of units. Notably, Amazon is also offering a discount on Bowser’s Muscle Car, dropping the price back down to $24 (was $30). Amazon had been charging full price in recent weeks, so this may be your last chance to buy this awesome little Lego Super Mario set for a bargain price.

Lego Super Mario: Bowser’s Muscle Car (71431)

Bowser’s Muscle Car is no longer part of Lego’s “Retiring Soon” page, so it is officially retired and won’t be returning to the Lego Store. Two other Lego Super Mario sets will soon disappear as well: the 598-piece Soda Jungle Maker Set (71434) and the 173-piece Goomba’s Playground (71433). Both of these sets remain in stock at a couple of retailers, with Amazon and Target having the best deals on both. Relatedly, Amazon is the only retailer with all four of the retired Lego Super Mario: Donkey Kong sets in stock.

$23.95 (was $30)

Bowser’s Muscle Car is a 458-piece build that is technically considered a Lego Super Mario expansion playset, but it doubles as an awesome and very affordable display set for fans of the iconic villain. The brick-built Bowser figure can stand and be displayed on his own or behind the wheel of his signature ride from Super Mario 3D World.

The unique purple and yellow car is 6 inches long, 4 inches wide, and 2.5 inches tall. It comes with a pair of bomb accessories to lob at your Interactive Lego Mario, Luigi, and Peach figures. If one of your Interactive Lego Mario figures manages to steal the vehicle, the Action Tag in the driver’s seat triggers unique sound effects and reactions. But keep in mind, those interactive elements are only possible if you own one of the electronic figures from the starter sets.

Bowser’s Muscle Car’s retirement is probably at least partially related to the new Lego Mario Kart: Bowser’s Castle set that launched August 1. The $100, 1,068-piece playset features Bowser and Yoshi with karts for each character. The King Koopa figure is the same one included with Bowser’s Muscle Car.

Lego Mario Kart Playsets:

If you want to build other characters and karts for Bowser to race in his muscle car, here’s a list of the currently available Lego Mario Kart sets. Just know that’s the muscle car is larger than the karts.

Lego Super Mario Starter Courses:

If you need one of the Interactive Lego Super Mario figures, check out the deals on the Adventures with Mario Starter Sets below. Lego launched an Interactive Lego Mario Kart Starter Set on August 1 for $55, but you can get last year’s starter sets for around $40 each at Amazon.

$41 (was $55)

The Soda Jungle Maker Set offers a bunch of unique components that can be used to add some colorful variety to your Lego Mario courses. This is one of the coolest expansion sets that focuses on a collection of smaller builds rather than one centerpiece item. Soda Jungle Maker has been on sale for as low as $35, but at the moment it’s $41.

The 598-piece set comes a trio of Lego Mario figures, all of whom are part of Bowser’s crew: Piranha Plant, Wiggler, and Pink Shy Guy. Along with the figures, you’ll piece together various environmental trappings from New Super Mario Bros. U’s Soda Jungle world. Notable accessories include a Special Pipe and the Customization Machine, which is paired with two Question Blocks and interacts with the Lego Mario starter set figures. Multiple other Action Tags are scattered throughout, making this a great choice for youngsters who enjoy building and playing Mario levels in Lego form.

If you love Piranha Plants, check out the 540-piece Lego Super Mario Piranha Plant. This is one of a handful of Lego’s Nintendo-themed display models for adults, and you can save 20% at Amazon.

$11.24 (was $15)

Goombas’ Playground is the smallest of the three newly retired Lego Super Mario building sets. This 173-piece build comes with three Goombas, each of which has a different facial expression, along with a seesaw and hollow tree trunk with perches. You can snag this $15 kit for $11.24 while supplies last.

Nintendo fans have a very exciting upcoming Lego set to add to their holiday wishlists. On October 1, Lego will release a near 1:1 replica of the original Game Boy. The 421-piece display model for adults comes with two buildable game cartridges, three lenticular screens, and a pair of stands to display your Game Boy and one of the game carts–the other game can be stored in the handheld’s cartridge slot. Preorders have sold out at multiple retailers, but you can currently order the Lego Game Boy at a few stores, including Amazon and Walmart, for $60.



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