Nintendo Co., Ltd. is a Japanese multinational consumer electronics company headquartered in Kyoto, Japan, founded by Fusajiro Yamauchi on September 23, 1889 . Originally produced by Nintendo handmade hanafuda cards. After several failed attempts, Nintendo decided to get into video games in 1963 (Wikipedia, n.d.). Today, Nintendo is a world leader in the growth, development, and continuous improvement of home electronics and has sold more than one billion video games worldwide (Nintendo, 2010). Nintendo designed a revolutionary game console in 2006 called “The Wii”. The Wii was expected to expand into a different market segment of casual gamers and people of different age groups, creating a new source of revenue for Nintendo. Nintendo has been known for being the revolutionary leader in the industry since 1980, when it first introduced "The Game & Watch" system. This article will attempt to examine the supply chain issues that plagued the Nintendo Wii supply chain from 2006 to 2009 and will briefly discuss the mistakes made during the launch of the Wii by Nintendo and possible strategies that could help Nintendo stay and maintain ranking first as a global leader in the video game industry by outpacing the competition. Video Game Industry The video game industry is a fast-paced, ever-changing industry that competes for the same customers, developers, publishers and suppliers. Nintendo's competitors in this vast $93 billion industry are Sony PlayStation, Microsoft Xbox, Apple, and even Facebook (Meulen & Rivera, 2013). After five long years of poor GameCube sales, Nintendo ended 2007 with amazing numbers and the company was once again at the top of the Christmas gift list in most families around the world. Early 2006 r...... middle of paper ......oboken, NJ: Wiley.McKinsey: A Marketer's Guide to Behavioral Economics (n.d.). Main components of supply chain management [graphic]. Retrieved from http://khairul-anwar.com/2010/02/22/marketing-strategy-supply-chain-management/Khwaja, A. (n.d.). Supply chain strategy [Image]. Retrieved from http://www.cgnglobal.com/supply-chain-managementWikipedia (2014, April 10). Business system - Wikipedia, the free encyclopedia. Retrieved April 13, 2014, from http://en.wikipedia.org/wiki/Supply_chain_managementBenefits of Supply Chain Management. (n.d.). Retrieved March 4, 2014, from http://www.business-software.com/article/benefits-of-supply-chain-management/• http://www.nintendo.com• http://en.wikipedia. org/wiki/Nintendo#Electronic_era_.28since_1974.29• http://mynintendonews.com/2006/04/19/nintendos-new-target-audience