Nintendo has announced it has hired Bowser as its new veep of North American sales.
Before Mario-playing readers wonder why the company has hired a fire-breathing mutant turtle to run sales, they should know that the Bowser in question is one Doug Bowser, former veep of Global Business Planning at Electronic Arts.
Bowser also spent time at at Procter & Gamble “in various sales leadership roles in Asia, Latin America and the U.S.”
There's no word on whether Mr Bowser can spin on his carapace, is the overlord of the Koopa race, has any intention of kidnapping Princess Peach or has ever had any run-ins with Mario, as the character Bowser has done in many Nintendo games. Nintendo says Mr Bowser does not possess fire breath.
The in-game Bowser's villainous qualities might be what Nintendo needs: the Wii U is not a hit and the company just recorded its first (slim) profit in three years but says that came about largely because of favourable currency shifts.
The company's hinting at an app to bring its games to “smart devices” later this year. It's widely expected that means smartphones, which will give Mr Bowser a nice market to target. ®