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The practice of bundling the system along with select games helped to make Super Mario Bros. In 1988, Gunpei Yokoi and his team at Nintendo R&D1 conceived the new Game Boy handheld system, with the purpose of merging the two very successful ideas of the Game & Watch's portability along with the NES's cartridge interchangeability.

Proven to be popular, the design was patented by Nintendo.

It later earned a Technology & Engineering Emmy Award.

The first Game & Watch game, Ball, was distributed worldwide.

In 1985, a cosmetically reworked version of the system known outside Japan as the Nintendo Entertainment System or NES, launched in North America.

The success of the game and many licensing opportunities (such as ports on the Atari 2600, Intellivision and Coleco Vision) gave Nintendo a huge boost in profit and in addition, the game also introduced an early iteration of Mario, then known in Japan as Jumpman, the eventual company mascot.

In 1979, Gunpei Yokoi conceived the idea of a handheld video game, while observing a fellow bullet train commuter who passed the time by interacting idly with a portable LCD calculator, which gave birth to Game & Watch.

Abandoning previous ventures in favor of toys in the 1960s, Nintendo then developed into a video game company in the 1970s, ultimately becoming one of the most influential in the industry and Japan's third most-valuable company with a market value of over $85 billion.