Reggie Fils-Aimé
Full name	Reginald Fils-Aimé
Born	March 25, 1961[1] (age 64)
Super Mario–related role	President & Chief Operating Officer (COO) of Nintendo of America (2006–2019)

“My name is Reggie. I'm about kickin' ass, I'm about takin' names, andwe're about makin' games.”

—Reggie Fils-Aimé

Reginald Fils-Aimé is an American businessman who formerly served as the president andChief Operating Officer ofNintendo's North American branch. He was therefore responsible for all Nintendo-related activities in theUnited States, Canada, and Latin America, though he is widely known in other branches as well for his E3 performances. His career at Nintendo began in 2003 as Executive Vice President of Sales and Marketing, a position he held until 2006, before being promoted to president, succeedingTatsumi Kimishima, who had held the position since 2002.

Graduating Cornell University with a degree in Applied Economics in 1983, Reggie's management experience was not limited to his time at Nintendo. Since his graduation from Cornell, he has worked for Proctor & Gamble,Guinness World Records, Panda Management Company, Derby Cycle Corporation, Pizza Hut, and most recently, VH1. Notable accomplishments of his at these establishments include the launching of the Bigfoot Pizza (Pizza Hut) and raising over thirty-five million dollars in disaster relief following theSeptember 11 attacks (VH1).^[2]

Reggie gained notoriety among the gaming community at the 2004 Electronic Entertainment Expo (E3), where he introduced himself with the above quote. Many fans now know him as the "Regginator" (which eventually became hisMii's nickname), and he is attributed with sparking a new era for Nintendo, one of improved public relations, which fans and the press dubbed the "Reggielution".^[3] He made regular appearances at subsequent E3s, being one of the three main sources of information for upcoming hardware and software (occasionally providing information on Nintendo's sales accomplishments and goals), the other two sources beingShigeru Miyamoto andSatoru Iwata. His most notable presentations introduced gamers to theNintendo DS (E3 2004), theGame Boy Micro (E3 2005), specifications of theNintendo 3DS (E3 2010), and theWii U GamePad (E3 2011). He also discussed and displayed trailers for a variety of games, includingSuper Mario Galaxy andLuigi's Mansion: Dark Moon.

Reggie appears as the main character of a series of sketches by the producers ofRobot Chicken from Nintendo'sE3 2014 YouTube video, where he introduces the E3 presentation as a whole. In response to a indignant fan who asks for the release ofMother 3, Reggie consumes aFire Flower to transform into afire form and set the fan on fire. WithMario's help, Reggie also stops the ambush of the presentation byWario,Ganondorf, and aBullet Bill. When the same fan from earlier complains about the lack ofStar Fox in the presentation, Reggie uses his laser vision to vaporize the fan completely.

On February 21st, 2019, Reggie announced that he would be retiring from his position as President of Nintendo of America, withDoug Bowser succeeding him as president as of April 15, 2019.^[4]

Awards[edit]

• Clio Award
• AICP award for Advertising Excellence
• Silver Edison from the American Marketing Institute
• 2 Gold EFFIEs from the New York American Marketing Association
• Named one of the "Marketing 100" byAdvertising Age in 1998

Quotes[edit]

• "One of our competitors is a manufacturer in Japan who wants to capture every one of your entertainment dollars transporting all your content between all of your electronic devices on their memory sticks. We are not that company, and there is another company out there who doesn't care what you do as long as you do it on their operating system. We are not that company either." (criticizing Sony andMicrosoft at E3 2004)
• "That'sSony's issue, not my problem." (referring to how thePlayStation Portable had not reached Europe when promised, but the Nintendo DS had - E3 2005)
• "Nintendo's way is to challenge conventional thinking. Not just for the sake of doing things differently, but to do things better." (E3 2006)
• "My body is ready." (before demonstratingWii Fit alongside Miyamoto at E3 2007)
• "I feel just like a purplePikmin." (E3 2012)
• "While I go Reggie on these fools, here's what's new." (E3 2014Robot Chicken sketch)

Gallery[edit]

• 

  Reggie at a promotionalNew Super Mario Bros. Wii event

• 

  Reggie in a life-sized replica of theBumble V kart fromMario Kart 7, at the 2011LA Auto Show

• 

  Reggie promotingNew Super Mario Bros. U

• 

  Reggie in an E3 2014 sketch by the producers ofRobot Chicken

• 

  Reggie's fire form in an E3 2014 sketch by the producers ofRobot Chicken

• 

  Reggie holding a phone withSuper Mario Run on it

Notes[edit]

The first revision of Reggie's Mii

• Shortly after the North American launch of the Nintendo 3DS, a QR code was made available on the Internet, which, when scanned, provides the 3DS user with Reggie'sMii.^[5] The Mii has since been updated, slightly shorter in stature with more prominent lips and brown as his favorite color instead of blue. His Mii was in the trailer forMii Fighters inSuper Smash Bros. for Nintendo 3DS / Wii U.
• The first game he played on a console wasSuper Mario World.^[6]
• Reggie considersBlooper as the worst item of theMario Kart series.^[7]

References[edit]

External links[edit]

Reggie Fils-Aimé coverage on otherNIWA wikis:

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