Nintendo Joins Dogs Trust to Promote Responsible Dog Ownership Through Launch of ‘Virtual Dog’ Game

Author: Nintendo

25th August 2005. To coincide with the forthcoming arrival of 'nintendogs', Nintendo's brand new virtual pet phenomenon, the video games brand and the UK's largest dog welfare charity, Dogs Trust, have announced a strategic partnership in celebration of the special role of man's best friend, and to encourage potential owners to recognise the time and commitment required to really care for a dog.

Dogs Trust, the organisation that never destroys a healthy dog, has been caring for dogs for 114 years and was formerly known as the National Canine Defence League. Its famous slogan "A Dog is for Life, Not Just for Christmas" represents an inherent belief that the number of unwanted dogs in the UK desperately needs to be reduced. The charity's mission is to ensure that every dog enjoys a happy life, free from the threat of unnecessary destruction or abandonment. Today, Dogs Trust cares for over 12,500 dogs every year, and has over 400,000 supporters.

Nintendo is supporting the Dogs Trust's mission with the launch of 'nintendogs', set to bound into the country on October 7th, 2005. Following a phenomenal reception worldwide reception since its launch, Dogs Trust and Nintendo hope the product will encourage potential dog owners to test their ability to care for a dog before making the commitment to own one. Thousands of dogs are abandoned and destroyed in the UK every year simply for want of a loving home. Dogs Trust believes that the responsible dog ownership message behind 'nintendogs' may help encourage dog lovers to consider the commitment required in owning a real dog.

Available exclusively for the Nintendo DS handheld console, 'nintendogs' is a brand new way to play and develops the concept of the virtual pet by adding a whole new dimension of interaction. Players can actually touch and speak to their dog which, will in turn react realistically to this attention. This interaction is unlike any other seen before on a games console. 'nintendogs' is an ideal pet for people who can't own a real dog, it makes no mess, will never die and definitely won't molt all over your sofa!

Adrian Burder, Dogs Trust Marketing Director, said: "Dogs Trust is pleased to be associated with 'nintendogs'. The philosophy behind the game has a lot in common with our own aims of ensuring that every dog is a happy and loved pet. Despite the fame of our A Dog is For Life slogan, thousands of dogs are still abandoned and unwanted every year, so it's great that there's a game that is not only fun to play, but supports the message that responsible dog ownership means more than giving your dog an occasional stroke."

The Dogs Trust partnership will see joint through-the-line marketing activities taking place from August to December including on-pack branding and fund raising initiatives. Further barks of joy will be heard as Nintendo appeals to its league of fans, hounding them to support Dogs Trust and sponsor one of its 26 sponsor dogs at one of its 15 rehoming centres nationwide.

-ENDS-

For further information on 'nintendogs', please contact Stephanie Moses or Simon Watts at the Nintendo press office on 020 7307 3103

For further information on Dogs Trust, please contact the Dogs Trust press office on 020 7837 0006 or email [email protected].

Notes to editors:

What is 'nintendogs'?

Available exclusively for the Nintendo DS handheld console, 'nintendogs' is a brand new way to play and develops the concept of the virtual pet by adding a whole new dimension of interaction. Players can actually touch and speak to their dog which, will in turn react realistically to this attention. This interaction is unlike any other seen before on a games console. 'nintendogs' is an ideal pet for people who can't own a real dog, it makes no mess, will never die and definitely won't molt all over your sofa!

'nintendogs' will come in three different packages - Labrador Retriever, Miniature Dachshund and Chihuahua - each with six different breeds of puppies to begin with, giving a total of eighteen breeds to choose. Each breed will have a litter of three different puppies to choose from, giving players a chance to pick the sex and characteristics of their puppy.

Since its launch in Japan, the Japanese have been going barking mad for 'nintendogs'. Not only do the media love it, but the general public can't get enough either - so much so that sales of the Nintendo DS console have rocketed to five times the average amount during the 'nintendogs 'launch week.

Visit http://ms.nintendo-europe.com/nintendogs for more information on 'nintendogs'.

About Dogs Trust

Dogs Trust is the UK's largest dog welfare charity. It cares for over 12,500 dogs every year, through a network of 15 Rehoming Centres across the country. Dogs Trust's mission is to reach the day when all dogs can enjoy a happy life, free from the threat of unnecessary destruction. It seeks to achieve this through rescue and rehoming, reduction of the stray dog population, and promotion of responsible ownership. Educating the dog owners of tomorrow is an essential part of the work of Dogs Trust, and the charity runs an Education Programme which provides free schools materials for young people aged 6-11, Dogs Trust never destroys a healthy dog.

For more information visit www.dogstrust.org.uk or call on 020 7837 0006

About Nintendo

Nintendo Co., Ltd of Kyoto, Japan, is the acknowledged worldwide leader in the creation of interactive entertainment. To date, Nintendo has sold more than 2 billion video games worldwide and more than 350 million hardware units globally, creating such industry icons as Mario and Donkey Kong and launched franchises like The Legend of Zelda and Pokémon. Nintendo manufactures and markets hardware and software for its popular home video game systems, including the Nintendo 64, NINTENDO GAMECUBE, Game Boy Advance, Nintendo DS, and Game Boy - the world's best-selling video game system which has sold over 180 million units. As a wholly owned subsidiary, Nintendo of Europe, based in Grossostheim, Germany, was established in 1990 and serves as headquarters for Nintendo's operations in Europe.