Editing Reggie Fils-Aimé

{{person infobox
|full_name=Reginald Fils-Aimé
|image=[[File:Reggie.jpg|200px]]
|born=March 25, 1961 (age {{age|March 25, 1961}})
|role=President & Chief Operating Officer (COO) of Nintendo of America (2006-2019)
}}
<!--PLEASE DO NOT CENSOR THIS QUOTE UNDER ANY CIRCUMSTANCES; THERE HAVE BEEN NUMEROUS DISCUSSIONS ABOUT IT AND THE CONSENSUS HAS ALWAYS BEEN TO LEAVE IT UNCENSORED.--->
{{quote|My name is Reggie, I'm about kickin' ass, I'm about takin' names, and [[Nintendo|we]]'re about makin' games.|Reggie Fils-Aimé}}

'''{{wp|Reggie Fils-Aimé|Reginald "Reggie" Fils-Aimé}}''' is the former president and {{wp|Chief operating officer|Chief Operating Officer}} of [[Nintendo]]'s North American branch. He was therefore responsible for all Nintendo-related activities in the [[United States of America|United 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, when he was promoted to president, replacing [[Tatsumi Kimishima]], who had held the position since 2002.

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 his [[Mii]]'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".<ref>{{cite|deadlink=y|archive=web.archive.org/web/20061120045545/http://www.thegamefeed.com/features-055b6eaa0eb7a7717c79e7e0dda8bcf2.html|title=Meet A Gamer – Reggie Fils-Aime|author=Lin, John|date=July 18, 2006|publisher=The Game Feed|accessdate=May 30, 2024|language=en}}</ref> 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 being [[Shigeru Miyamoto]] and [[Satoru Iwata]]. His most notable presentations introduced gamers to the [[Nintendo DS]] (E3 2004), the [[nwiki:Game Boy Micro|Game Boy Micro]] (E3 2005), specifications of the [[Nintendo 3DS]] (E3 2010), and the [[Wii U]] GamePad (E3 2011). He also discussed and displayed trailers for a variety of games, including ''[[Super Mario Galaxy]]'' and ''[[Luigi's Mansion: Dark Moon]]''.

Reggie appears as the main character of a series of sketches by the producers of ''{{wp|Robot Chicken}}'' from Nintendo's {{wp|E3 2014}} YouTube video, where he introduces the E3 presentation as a whole. In response to a indignant fan who asks for the release of ''{{iw|wikibound|Mother 3}}'', Reggie consumes a [[Fire Flower]] to transform into a [[Fire Mario|fire form]] and set the fan on fire. With [[Mario]]'s help, Reggie also stops the ambush of the presentation by [[Wario]], [[List of fighters debuting in Super Smash Bros. Melee#Ganondorf|Ganondorf]], and a [[Bullet Bill]]. When the same fan from earlier complains about the lack of ''{{wp|Star 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, with [[Doug Bowser]] replacing him as president as of April 15, 2019.<ref>{{cite|url=x.com/NintendoAmerica/status/1098666321473024000|title=Nintendo fans, Reggie has a message for all of you. Please take a look.|author=Nintendo of America|language=en-us|date=February 21, 2019|publisher=X|accessdate=May 30, 2024}}</ref>

==Awards==
*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" by ''Advertising Age'' in 1998

==Quotes==
*"''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 and {{wp|Microsoft}} at E3 2004)
*"''That's {{wp|Sony}}'s issue, not my problem.''" (referring to how the {{wp|PlayStation 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 demonstrating ''Wii Fit'' alongside Miyamoto at E3 2007)
*"''I feel just like a purple [[Pikmin]].''" (E3 2012)
*"''While I go Reggie on these fools, here's what's new.''" (E3 2014 ''Robot Chicken'' sketch)

==Gallery==
<gallery>
Reggie NSMBW Promo.png|Reggie at a promotional ''[[New Super Mario Bros. Wii]]'' event
Facebook Mario Kart 2011-11-22b.jpg|Reggie in a life-sized replica of the [[Bumble V]] kart from ''[[Mario Kart 7]]'', at the 2011 {{wp|LA Auto Show}}
MarioWiiU.png|Reggie promoting ''[[New Super Mario Bros. U]]''
E3 2014 Robot Chicken Reggie.png|Reggie in an E3 2014 sketch by the producers of ''Robot Chicken''
E3 2014 Robot Chicken Wario.png|Reggie's fire form in an E3 2014 sketch by the producers of ''Robot Chicken''
SMR 40 million downloads Regginator.jpg|Reggie holding a phone with ''[[Super Mario Run]]'' on it
</gallery>

==Trivia==
[[File:MiiReggie.jpg|thumb|100px|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's [[Mii]].<ref>{{cite|deadlink=y|archive=web.archive.org/web/20110320232929/http://nintendo3dsblog.com/the-reggie-mii-is-your-3ds-ready|title=The Reggie Mii: Is Your 3DS Ready?|publisher=Nintendo 3DS Blog|accessdate=May 30, 2024}}</ref> 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 for [[Mii]] Fighters in ''[[Super Smash Bros. for Nintendo 3DS / Wii U]]''.
*The first game he played on a console was ''[[Super Mario World]]''.<ref>{{cite|url=www.nytimes.com/2007/11/18/jobs/18boss.html|title=Life as the Regginator|date=November 18, 2007|publisher=New York Times|language=en-us|accessdate=May 30, 2024|author=Dempsey, Bobbi}}</ref>
*Reggie considers [[Blooper]] as the worst item of the [[Mario Kart (series)|''Mario Kart'' series]].<ref>{{cite|author=Mullins, Jenna|date=June 17, 2016|url=www.eonline.com/news/773580/nintendo-boss-finally-confirms-the-absolute-worst-item-in-mario-kart|title=Nintendo Boss Finally Confirms the Absolute Worst Item in ''Mario Kart''|publisher=E! News|accessdate=May 30, 2024}}</ref>

==References==
<references/>

==External links==
{{NIWA|NWiki=1}}
*[https://twitter.com/Reggie Official X page]

{{People}}
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