Nintendo has appointed a new vice president of sales, and his name is Doug Bowser.

According to Nintendo, Bowser "brings decades of experience, not fire breath, to the role," which involves overseeing "a variety of sales-related functions, including in-store merchandising, retail strategy, and retail marketing."

Bowser will also play a key role in "driving national sales strategies to generate demand and achieve revenue objectives across all of Nintendo's product lines."

"Doug Bowser is an outstanding addition to our Nintendo team, as he brings a deep blend of both consumer package goods and video game sales experience," said Scott Moffitt, Nintendo of America's executive VP of sales and marketing.

"I know he will work tirelessly with our internal and external partners to ensure the broad Nintendo product lineup of hardware, software, and accessories are strongly represented throughout U.S. retail points of distribution."

Prior to joining Nintendo, Bowser worked at EA as VP of global business planning, and at Procter & Gamble before that.

Nintendo has also confirmed Bowser is not related to King Koopa.

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