Nintendo released the first Game Boy in Australia in 1990. It benefited from durable construction and a long battery life and outsold many of its competitors.

Game Boy was sold with a bundle of games that included Tetris, which quickly became popular and has since become iconic. It was also the platform that boosted gaming among females, with almost half of Game Boy users being girls and women by the mid-90s.

Young women are underrepresented in this TV advertisement, which explicitly targets teenage boys. The Game Boy is featured in a world of skateboards, basketball, BMX bikes and baseball caps. The editing is fast paced and effectively implies action and excitement.