In the 90s, Nintendo Was So Popular Every Gaming Product Was Called ‘Nintendo’

In the 90s, “Nintendo” became almost a universal term for any gaming console, much like “Atari” did years earlier. But Nintendo wasn’t thrilled about this—and with good reason.

Generalizations in language are a double-edged sword for companies. Sometimes a brand becomes so popular that it overshadows other products in everyday vocabulary, even if technically incorrect. While this widespread use can appear beneficial by naturally drawing potential buyers, it also poses a legal risk — particularly in the U.S., where Nintendo responded with a campaign to address the issue.

“There’s no such thing as a Nintendo”

In the 1990s, at the height of its popularity, Nintendo of America launched the campaign “There’s no such thing as a Nintendo.” The goal was to educate consumers on using the brand name correctly. Posters reminded the public not to use Nintendo’s trademarks “generically to describe other video game products,” emphasizing that Nintendo is “an adjective” and not “a noun.”

There’s the Nintendo Entertainment System. There’s Nintendo® game software. And there’s Nintendo PowerTM magazine. But there’s no such thing as a Nintendo. You see, “Nintendo” is an adjective, not a noun. It is our registered trademark that identifies the high quality products marketed and licensed by Nintendo of America Inc. So please use our trademark carefully. And never use it generically to describe all video game products.
We thank you. Mario thanks you.
Nintendo

This initiative was crucial in the U.S., where laws on brand genericization are particularly strict. Nintendo was intent on safeguarding its brand identity.