Nintendo courts non-gamers in ‘about-turn’ strategy [Video]

Once confined to rectangular screens, chirpy plumber Mario and pointy-eared Princess Zelda are popping up in theme parks and toy stores as Nintendo goes all out to win non-gamer fans.

It wasn’t always this way: for many years, the Japanese company shied away from promoting products or creating media other than video games.

But its push for broader brand recognition over the past decade has reached the point where even Mario creator Shigeru Miyamoto describes Nintendo as something of a “talent agency” for its colourful characters.

A new area based on the “Donkey Kong” games was unveiled at the Universal Studios Japan amusement park on Tuesday, expanding Nintendo’s zone there — already a major tourist draw.

Its doors open on December 11, following last month’s launch of the first ever Nintendo museum in …