Nintendo UK marketing boss Shelly Pearce joins Anki

Nintendo’s UK marketing and PR director Shelly Pearce has left the platform holder after 17 years with the business.

Pearce will join Anki Europe as senior marketing director. Anki is the company behind Anki Drive, which is a car game with real cars and tracks. A sort-of Mario Kart meets Scalextric, where you control the game with a smartphone. The sequel, Anki Overdrive, launches this September.

Pearce joined Nintendo UK in 1998 in UK PR and communications manager, before becoming head of European PR in 2001. She returned to the UK in 2012 as marketing and PR director, overseeing the launches of Wii U and Nintendo 3DS.

Nintendo UK general manager Simon Kemp will oversee the marketing team until a replacement is found. Nintendo’s marketing and PR team includes senior managers James Honeywell, Jose Martinez and Jo Bartlett.

Shelly has been a key part of the Nintendo family for nearly 18 years and we are very sorry to see her go,” said Kemp. Both at a European, and then a UK level, Shelly has played a key part in our communications team and we’d like to thank her for her ongoing commitment and drive. We wish Shelly every luck for the future.”

In her new role, which commences from June 10th, Pearce will spearhead the European launch of Anki Overdrive.

Anki chief marketing officer Craid Rechenmacher said:Shelly’s extensive marketing experience with one of the great gaming companies of our time is a welcomed addition to the Anki family. Her knowledge and expertise in the video game and toys-to-life market will help amplify the awareness for Anki Overdrive – a product that crosses into new territory by blending toys, interactive games, robotics and artificial intelligence.”

Pearce added: Being part of such a young, innovative and creative team, I’m looking forward to this Christmas as Anki solidifies its leadership position in entertainment robotics, pushing the toy industry forward to explore how technology can deliver amazing new entertainment experiences never before possible.”

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