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Nintendo courts female gamers with new 3DS ad campaign

Female celebrities go hand-in-hand with Nintendo handhelds

Gabrielle Douglas 3DS
Gabrielle Douglas 3DS

Nintendo will launch a new female-oriented "Play As You Are" ad campaign for 3DS games on October 1st, the company announced today.

Nintendo will launch a new female-oriented "Play As You Are" ad campaign for 3DS games on October 1st, the company announced today.

The campaign will feature Gabby Douglas, two-time gymnastics gold medalist at the 2012 Olympics; Glee star Dianna Agron; and Sarah Hyland of Modern Family. According to Nintendo, the campaign is intended to demonstrate that "all kinds of women and young girls can explore their interests and express their individuality using the portable Nintendo 3DS — whether they consider themselves gamers or not."

Douglas will appear in commercials for New Super Mario Bros. 2, an appropriately gold-themed game. Agron, who has an artistic side beyond her musical talents, will be seen in ads for Art Academy: Lessons for Everyone!, due out October 1st, as well as Professor Layton and the Miracle Mask, which is due out on October 28th. Hyland, a style-minded actress, will promote Sparkle Snapshots 3D, an app that will be available on October 18th, and Style Savvy: Trendsetters, which launches on October 22nd.

Nintendo has a history of hiring female celebrities to promote its handhelds. Nicole Kidman and Lisa Kudrow appeared in commercials for the DS Lite, and Beyonce played Rhythm Heaven in a 2009 TV spot.