Nintendo of America announced three key promotions at the executive level. Current President Tatsumi Kimishima is taking on the new role of chairman of the board and chief executive officer, while Reggie Fils-Aime is being promoted to president and chief operating officer from his current role as executive vice president of Sales & Marketing. Additionally, Mike Fukuda is being promoted from senior vice president of Business Development to executive vice president of Business Development. All promotions are effective immediately. In his new role as president and chief operating officer, Fils-Aime will lead the day-to-day operations of Nintendo of America while continuing to oversee the Sales & Marketing Division as the company prepares for the launch of Wii. Additionally, in his new position as executive vice president of Business Development, Fukuda will oversee corporate strategic planning and third-party publisher and licensing programs. He also will continue to oversee product development more dedicated to the North American market. Kimishima was appointed president of Nintendo of America in January 2002. He joined Nintendo at the company's headquarters in Kyoto, Japan, in 2000. He served as chief financial officer of The Pokemon Company in 2000 and president of Pokemon USA Inc. in 2001. Prior to joining Nintendo, he spent 27 years with Sanwa Bank of Japan, serving in various management positions. As chairman of the board and CEO of Nintendo of America, he will oversee the overall management of Nintendo of America and continue to serve on the boards of Nintendo of America and Nintendo Co., Ltd. "Around the world, Nintendo DS has been steadily drawing more people into the video game category," said Satoru Iwata, president of Nintendo Co., Ltd. "With the upcoming introduction of Wii, along with the strength of this new leadership team and strong executives already in place, Nintendo will continue to dramatically change the way consumers of all ages interact with their video game console on a daily basis."