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 hoped the DSi's added features would not interfere with his desired iconic image of the Nintendo DS product line: two rectangles, one on top of the other, with each half containing another rectangle inside. This model was publicly revealed at the October 2008 Nintendo Conference in Tokyo, along with its Japanese price and release date. While the DS product line's worldwide yearly sales figures consistently surpassed those of its primary market rival, Sony's PlayStation Portable, demand for it in Japan was decreasing; Nintendo's launch of the DSi was intended to stimulate sales. The company was less concerned with releasing the