Nintendo partners with HMV for 3DS launch

HMV claims the launch of the new 3D entertainment system marks its biggest UK launch to date.

The 3DS will go on sale at midnight on 25 March at 100 HMV stores around the country.

The HMV flagship store on Oxford Street, London, will host the official launch, while the LiverpoolOne superstore will hold the main regional launch for the brand.

Consumers who buy the console at HMV on the launch night will receive branded promotional launch-night packs, containing Nintendo rewards, a limited edition t-shirt and an exclusive edition of the Nintendo magazine.

Nintendo UK will also host a VIP launch-night party in London, where HMV will have a pop-up shop selling the console.

The event will be hosted by comedian Russell Kane and feature performances from artists Plan B and Hadouken.

Club Nintendo members will be able to enter a prize draw for tickets to the event, while competitions to win tickets will be run on XFM Radio and in the Metro newspaper.

HMV will also offer the opportunity to win tickets through their loyalty programme, PureHMV, at www.hmv.com/arena.

David Yarnton, general manager of Nintendo UK, said: "Nintendo 3DS allows everyone to experience true 3D entertainment by bringing portability, affordability and glasses-free technology together for the first time anywhere in the world.

"In the way Wii brought families together, Nintendo 3DS will bring people together, and we’re delighted to be working alongside HMV to make this our biggest launch ever in the UK."

Last week, HMV, which also owns the Waterstones book chain, warned that trading conditions were still challenging and blamed its weak Christmas trading on the UK’s "severe weather". 

This article was first published on marketingmagazine.co.uk