Nintendo DS (2004–2011)

Get ready for a lot of sore thumbs.

Nintendo Co. is set to launch Nintendo DS, the latest of its wallet-sized game systems designed to slip easily into your backpack and encourage procrastination wherever you may roam. The Japanese company has already built up a following with its popular handheld Game Boy systems, but those appealed mainly to kids. Now, Nintendo is hoping the new gadget's sleeker design, more adult games and risque ad campaign will draw teens and young men. That would open up a sizable set of new customers and potentially give it an edge over rival Sony Corp., which plans its own handheld offering in coming months.