Nintendo Co., Ltd. is a Japanese, multinational, consumer electronics company headquartered in Kyoto, Japan and founded by Fusajiro Yamauchi on September 23, 1889. Nintendo originally manufactured handmade hanafuda cards. After several successful ventures, Nintendo turned its attention to video games in 1963 (Wikipedia, n.d.). Today, Nintendo is the world leader in the growth, development, and continuous improvement of home entertainment electronics and has sold more than one billion video games worldwide (Nintendo, 2010). Nintendo designed a revolutionary gaming console in 2006 called “The Wii”. The Wii was envisioned to expand to a different market segment, consisting of casual gamers and people of different age groups, creating a new revenue stream for Nintendo. Nintendo has been known for being the revolutionary leader in the industry since 1980 when they first introduced “The Game & Watch” system. This article will attempt to examine the supply chain issues that plagued the Nintendo Wii supply chain from 2006 to 2009, and briefly discuss the mistakes made during Nintendo's launch of the Wii, as well as possible strategies which could help Nintendo stay and maintain the top spot. a global leader in the video game industry by outperforming its competitors.Video Game IndustryThe video game industry is a fast-paced and constantly evolving industry, competing for the same customers, developers, publishers and suppliers. Nintendo's competitors in this vast $93 billion industry include Sony PlayStation, Microsoft Xbox, Apple, and even Facebook (Meulen & Rivera, 2013). After five long years of poor GameCube sales, Nintendo ended 2007 with astonishing numbers and the company was once again at the top of the Christmas gift list in most homes around the world. Early 2006... middle of paper ......oboken, NJ: Wiley.McKinsey: A Marketer's Guide to Behavioral Economics (nd). Supply Chain Management - Main Components [Graph]. Retrieved from http://khairul-anwar.com/2010/02/22/marketing-strategy-supply-chain-management/Khwaja, A. (nd). Supply Chain Strategy [Image]. Retrieved from http://www.cgnglobal.com/supply-chain-managementWikipedia (April 10, 2014). Business system - Wikipedia, the free encyclopedia. Retrieved April 13, 2014 from http://en.wikipedia.org/wiki/Supply_chain_managementBenefits of Supply Chain Management. (nd). Retrieved March 4, 2014 from http://www.business-software.com/article/benefits-of-supply-chain-management/• http://www.nintendo.com• http://en.wikipedia. org/wiki/Nintendo#Electronic_era_.28since_1974.29• http://mynintendonews.com/2006/04/19/nintendos-new-target-audience