Former Nintendo of America boss Doug Bowser is joining Hasbro | The VergeSkip to main contentThe homepageThe VergeThe Verge logo.The VergeThe Verge logo.TechReviewsScienceEntertainmentAICESHamburger Navigation ButtonThe homepageThe VergeThe Verge logo.Hamburger Navigation ButtonNavigation DrawerThe VergeThe Verge logo.Login / Sign UpcloseCloseSearchTechExpandAmazonAppleFacebookGoogleMicrosoftSamsungBusinessSee all techGadgetsExpandLaptopsPhonesTVsHeadphonesSpeakersWearablesSee all gadgetsReviewsExpandSmart Home ReviewsPhone ReviewsTablet ReviewsHeadphone ReviewsSee all reviewsAIExpandOpenAIAnthropicSee all AIVerge ShoppingExpandBuying GuidesDealsGift GuidesSee all shoppingPolicyExpandAntitrustPoliticsLawSecuritySee all policyScienceExpandSpaceEnergyEnvironmentHealthSee all scienceEntertainmentExpandTV ShowsMoviesAudioSee all entertainmentGamingExpandXboxPlayStationNintendoSee all gamingStreamingExpandDisneyHBONetflixYouTubeCreatorsSee all streamingTransportationExpandElectric CarsAutonomous CarsRide-sharingScootersSee all transportationFeaturesVerge VideoExpandTikTokYouTubeInstagramPodcastsExpandDecoderThe VergecastVersion HistoryNewslettersExpandThe Verge DailyInstallerVerge DealsNotepadOptimizerRegulatorThe StepbackArchivesStoreSubscribeFacebookThreadsInstagramYoutubeRSSThe VergeThe Verge logo.Former Nintendo of America boss Doug Bowser is joining HasbroComments DrawerCommentsLoading commentsGetting the conversation ready...NewsCloseNewsPosts from this topic will be added to your daily email digest and your homepage feed.FollowFollowSee All NewsGamingCloseGamingPosts from this topic will be added to your daily email digest and your homepage feed.FollowFollowSee All GamingNintendoCloseNintendoPosts from this topic will be added to your daily email digest and your homepage feed.FollowFollowSee All NintendoFormer Nintendo of America boss Doug Bowser is joining HasbroBowser retired from Nintendo at the end of 2025.Bowser retired from Nintendo at the end of 2025.by Emma RothCloseEmma RothNews WriterPosts from this author will be added to your daily email digest and your homepage feed.FollowFollowSee All by Emma RothJan 20, 2026, 4:30 PM UTCLinkShareGiftPhoto by Adam Gray/Bloomberg via Getty ImagesEmma RothCloseEmma RothPosts from this author will be added to your daily email digest and your homepage feed.FollowFollowSee All by Emma Roth is a news writer who covers the streaming wars, consumer tech, crypto, social media, and much more. Previously, she was a writer and editor at MUO.Doug Bowser is joining Hasbro’s board of directors just weeks after retiring as Nintendo of America’s president, according to an announcement on Tuesday.Though Hasbro’s press release doesn’t provide any specifics about Bowser’s role on the board of directors, the company has big plans for its future in video games. Hasbro already licenses its intellectual property, including Magic: The Gathering and Dungeons & Dragons, for video game titles, but the company’s chief marketing officer, Jason Bunge, said the company aims to develop its first video game this year as part of a broader foray into the gaming industry.Bowser became the head of NoA in 2019, following the departure of Reggie Fils-Aimé. During his tenure, he oversaw several major changes at Nintendo, including the expansion into film that brought in more than $1 billion with the release of The Super Mario Bros. Movie, the launch of the Switch 2, and the opening of Super Nintendo World in California and Florida.Nintendo announced Bowser’s retirement in September 2025, but he officially left the company at the end of last year. Devon Pritchard, NoA’s former executive vice president, has taken over his role.Follow topics and authors from this story to see more like this in your personalized homepage feed and to receive email updates.Emma RothCloseEmma RothNews WriterPosts from this author will be added to your daily email digest and your homepage feed.FollowFollowSee All by Emma RothGamingCloseGamingPosts from this topic will be added to your daily email digest and your homepage feed.FollowFollowSee All GamingNewsCloseNewsPosts from this topic will be added to your daily email digest and your homepage feed.FollowFollowSee All NewsNintendoCloseNintendoPosts from this topic will be added to your daily email digest and your homepage feed.FollowFollowSee All NintendoMost PopularMost PopularSony’s TV business is being taken over by TCLHow much can a city take?Bungie’s Marathon shooter launches on March 5thA second US Sphere could come to MarylandNetflix revises Warner Bros. bid to an all-cash offerThe Verge DailyA free daily digest of the news that matters most.Email (required)Sign UpBy submitting your email, you agree to our Terms and Privacy Notice. 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Doug Bowser, formerly the president of Nintendo of America, has joined the board of directors for Hasbro. This transition occurred shortly after Bowser’s retirement from Nintendo at the end of 2025, a conclusion that followed his role as head of NoA since 2019. During his tenure with Nintendo, Bowser oversaw several significant developments, including the company’s expansion into film with the success of *The Super Mario Bros. Movie,* which generated over $1 billion in revenue, the launch of the Switch 2, and the creation of Super Nintendo World attractions in California and Florida. Hasbro’s move to incorporate Bowser’s expertise signifies the company’s planned engagement within the video game industry, particularly given its existing licensing agreements for intellectual properties such as Magic: The Gathering and Dungeons & Dragons. The company has announced ambitions to develop its first video game this year, indicating a strategic shift toward direct involvement in game development, a departure from its previously reliant approach of merchandising based on established brands. Devon Pritchard has assumed the role previously held by Bowser as executive vice president. This arrangement represents a notable convergence of leadership within both companies as Hasbro endeavors to establish its presence in the dynamic field of video gaming.