Deirdre McMurdy of Maclean's said, "Sheff painstakingly documents the history of Nintendo and its relentless rise to dominance of the global toy industry." Next Generation gave a positive review for the breadth, quality of research, and easy readability.
Deirdre McMurdy from Maclean's commented on Sheff's detailed account of Nintendo's history and its rapid growth within the global toy industry. Next Generation appreciated the book for its extensive coverage, rigorous scholarship, and easy-to-understand format.