History of Nintendo card business reached its saturation point. Japanese households stopped buying playing cards, and the price of Nintendo stock fell from 900 yen to 60 yen. In 1965, Nintendo hired Gunpei Yokoi as a maintenance engineer for the assembly line. However, Yokoi soon became famous for much more than his ability to repair conveyor belts. Nintendo struggled to survive in the Japanese toy industry; it was still small at this point, and dominated by already well-established companies such as Bandai and Tomy. Because of the generally short product life cycle of toys, the company always had to come up with new
Nintendo DSi further expanding the Nintendo DS gaming population—particularly in Europe and the United States. To further promote the product line while expanding its gaming population, Nintendo created the DSi. Iwata has said that families often share DS and DS Lite consoles, so to encourage each family member to buy an individual handheld, Nintendo added personalization features to the DSi. The "i" in DSi symbolizes both an individual person (I) and the handheld's cameras (eyes); the former meaning contrasts with the "i"'s in Wii, which represent players gathering together. Nintendo of America president Reggie Fils-Aimé said, "If Wii was about gaming for