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Nintendo targets female players with new 3DS campaign

Nintendo is planning a celebrity-endorsed campaign to recruit more female gamers to its 3DS and 3DS XL hand-held game systems, the company said this week.

The "Play As You Are" campaign kicks off on 1 October and features stars like US gymnast Gabrielle Douglas, Glee mainstay Dianna Agron, and Modern Family star Sarah Hyland, Nintendo said in statement.

Nintendo also recently announced the official release date of its next-generation game console, the Wii U, which will be made available in the UK from 20 November. Pre-orders of the Wii U had reportedly sold out as of Thursday.

Douglas, Agron, and Hyland "are teaming up with Nintendo to showcase how games for Nintendo 3DS provide female players with fun, creative ways to challenge themselves and share what makes them unique," Nintendo said.

Douglas, who won the all-around gold medal in gymnastics at London 2012, will appear in TV ads for New Super Mario Bros. 2, which Nintendo released last month. Argon will endorse the painting and drawing game Art Academy: Lessons for Everyone! due out on 1 October, while Hyland will pitch the upcoming clothing boutique management game Style Savvy: Trendsetters, coming on 22 October.

"These women are all amazing role models with their own unique tastes and talents. They know first-hand how Nintendo 3DS can keep them entertained and engaged wherever they go. We think young girls and women of all ages will enjoy hearing what they have to say about their favorite games and activities on Nintendo 3DS," Nintendo America executive vice president of sales and marketing Scott Moffitt said in a statement.