First we strong-arm Shigeru Miyamoto into telling us that the GameBoy isn't really sticking around much longer and now NOA's veep of marketing George Harrison is saying they may not ever use the name again.

"This year in our marketing you really won't see much push against Game Boy itself, so it will kind of seek its own level. It's hard to say in the future if we will ever bring back the Game Boy trademark," he told GameDaily BIZ in an E3 interview (full transcription coming soon).

"It was a big risk for us to actually pass on it and call the new product the Nintendo DS, but it was part of Mr. Iwata's philosophy that if we're going to make a radical difference and try to reach a new audience, then we have to change the name... We had to make a break even though we had one of the greatest trademarks in the history of the industry."

Wow, Nintendo killed that brand dead.

Harrison: Nintendo May 'Retire' Game Boy [GameDaily Biz]

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