This is the first commercial for Nintendo's second handheld game console, the Game Boy, circa 1989.

The Game Boy is the first handheld in the Game Boy family, it was first released in Japan on April 21, 1989, then North America, three months later on July 31, 1989, and lastly in Europe, over a year later on September 28, 1990. It was designed by the same team that developed the Game & Watch and several Nintendo Entertainment System games: Satoru Okada, Gunpei Yokoi, and Nintendo Research & Development 1. The Game Boy followed the Game & Watch series introduced in 1980, and it combined features from both the Nintendo Entertainment System and Game & Watch. It was originally bundled with the puzzle game Tetris.

Despite being technologically inferior to its fourth-generation competitors (Sega's Game Gear, Atari's Lynx, and NEC's TurboExpress), the Game Boy received praise for its battery life and durability in its construction, and it was a tremendous success. The Game Boy and Game Boy Color combined have sold 118.69 million units worldwide. Upon its release in the United States, it sold its entire shipment of one million units within weeks.

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