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The older generation are not exactly one of the gaming industry’s traditional target audiences, but that is all about to change as Nintendo launches its National Brain Age Challenge at the Retirement Show this weekend.

The Retirement Show is the first stop in a nationwide tour during which Nintendo will test the nation’s brain power using hit title, More Brain Training by Dr Kawashima, How Old is Your Brain? on the handheld Nintendo DS Lite. Through the tour, Nintendo hopes to build an accurate picture of the nation’s brain health and to ascertain which parts of the country are the most and least cerebrally challenged.

Attending the Retirement Show launch will be retired BBC weatherman, Bill Giles, who will be providing attendees with advice on how to help keep their minds active into retirement, as well as elderly internet rock sensation, The Zimmers who will be performing their hit single “My Generation”.

Nintendo’s UK Marketing Director, Dawn Paine, said: “The Retirement Show is the ideal place to launch this national tour. Older people find the Brain Training titles really appealing as they provide a simple, stress-free way to help keep their minds active, while the simplicity of the Nintendo DS Lite makes them highly accessible to everyone.”

Inspired by the research of renowned Japanese neuroscientist Dr Kawashima, More Brain Training from Dr Kawashima: How Old Is Your Brain? is designed to help stimulate the brain and challenge memory, math and perception skills. Since its introduction in June 2006, Brain Training has built up a huge following with almost 3 million copies sold across Europe.

The Retirement Show takes place at the Olympia Exhibition Centre this Friday and Saturday (13th-14th July), with The Zimmers performing at 2pm on the Friday.

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Neuroscientist, Dr Barry Gibb’s Top Ten Fast Brain Facts
1. The human brain contains 100 billion (1011) neurones - more than 16 times the human population of earth.

2. Each nerve cell has thousands of connections to others, resulting in several hundred trillion connections throughout the brain – that’s 100 000 000 000 000 synapses (1014) – considerably more than the number of galaxies in the known universe.

3. Not until around 3-4 years old do we start to form real memories - anything we think we remember prior to this is posthumously invented.

4. Videogames may be as good at reducing pain as morphine.

5. Time doesn’t slow down in dangerous situations, the brain just lets us perceive more. To explain this to ourselves we feel that time must have slowed.

6. Déjà vu is caused by a glitch in the brain’s perception of time.

7. Around 90% of communication is non-verbal.

8. There’s still no solid explanation for why we sleep.

9. If a person was removed from all sources of light and time cues, their brain would still base the day around 24 hours.

10. Frontal lobotomies used to be carried out in people’s homes by inserting an ice-pick into the brain via the eye-socket and wiggling it around.

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Notes to Editors:

Available for interview:
Ben Taylor, Nintendo Trade and Promotions Marketing Manager
Alf Carretta , lead singer, The Zimmers
Bill Giles, former BBC weatherman
Dr Barry Gibb, Neuroscientist,(via phone)
Dawn Paine, Nintendo UK Marketing Director (via phone)

For more information please contact: Nintendo Press Office (020 7307 3103)
Darragh Ooi (07752251068) or Kirsty Burgess (07971552932)

About Nintendo
The worldwide innovator in the creation of interactive entertainment, Nintendo Co., Ltd., of Kyoto, Japan, manufactures and markets hardware and software for its Wii™, Nintendo DS™, Game Boy® Advance and Nintendo GameCube™ systems. Since 1983, Nintendo has sold nearly 2.4 billion video games and more than 409 million hardware units globally, and has created industry icons like Mario™, Donkey Kong®, Metroid®, Zelda™ and Pokémon®. As a wholly owned subsidiary, Nintendo of Europe, based in Grossostheim, Germany, was established in 1990 and serves as headquarters for Nintendo’s operations in Europe.



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