September 1^st, 2004 (12:00am) - Starting Sept. 2, Nintendo’s record-breaking Game Boy Advance SP will sell at an all-time low manufacturer’s suggested retail price of just $79.99, a full $20 less than its current price. The reduction significantly expands the potential audience of an already dominant consumer electronics device to a wider range of consumers.

At the same time, Nintendo also paves the way for more "Mayhem" - the watchword of the new "Start Mayhem" Game Boy Advance SP marketing campaign that debuts with the new price point, showcasing different personalities for each of the GBA SP colors.

"This new price point makes Game Boy Advance SP affordable for the vast majority of the mass market, and gives people a ’gotta-have’ gift to automatically put at the top of their holiday gift lists," says George Harrison, Nintendo of America’s senior vice president of marketing and corporate communications. "Nintendo has always owned the portable video game market, and this further strengthens our leadership position."

The "Start Mayhem" campaign features CGI-animated Game Boy Advance SP units brought to life in a variety of fun situations. Each color unit demonstrates a different personality. The campaign kicks off with videos featuring the Flame and Onyx systems. To view the videos, log onto www.startmayhem.com starting Sept. 2.