On June 18, 2004, Nintendo launched a new version of the Game Boy Advance SP exclusively in Europe. This so-called Tribal Edition was a standard silver SP, but covered in 'tribal' tattoos—and the result is an object that exudes pure, unfiltered early 2000s energy. The designs, 'based on ancient designs originating from Polynesian and Indian culture' according to Nintendo, were slapped on the console's clamshell lid, as well as inside in the spaces between the buttons. In hindsight, it's one of the ugliest consoles Nintendo ever released. But people weren't exactly thrilled by it at the time either.
Looking at a comments thread from the day it was announced on April 19, 2004, the reaction is less than enthusiastic. "I don't like Nintendo encouraging tattoos," says one oddly puritanical commenter. "I think it's kinda pretty very ugly," adds another, using far too many words. "This might turn parents off buying it for their kids," someone else suggests, wondering if the console is aimed at 'mature' gamers. "I like it, but there are too many types of GBA SP," another commenter remarks, a sentiment echoed by a few other people in the thread. "This 'new GBA every 2 weeks thing' is getting out of hand."
A press release immortalised by the Internet Archive explains the thinking behind the design. "They've been around since 2000 BC and celebrities such as Eminem, Robbie Williams, and Angelina Jolie can't get enough of them," it reads. "What are they? That's right, tattoos—coming to a Game Boy Advance SP near you soon!" Actors, musicians, and footballers showing their 'edgy' side by getting expensive tattoos was something of a trend in the celebrity world in the early-to-mid 2000s, and it seems Nintendo thought it could take advantage of this to market the GBA in Europe.
The press release is as much of a throwback as the console itself. "The Game Boy Advance SP Tribal Edition is guaranteed to appeal to the more style conscious gamer," it says. "Whether you're at the skate park with your mates, hanging out at music festivals, or just chilling in the park, make sure you take the ultimate style gadget, the Game Boy Advance SP Tribal Edition, with you." This is some of the most 'new millennium' advertising copy I've read in my life. I can just picture a teen with frosted tips and a Slipknot tee sitting on his skateboard and slipping a Tribal Edition SP out of his JNCO jeans.
The release also features a great quote from Nintendo's European marketing manager, Tim Freystedt. "We feel we have created a product in the Tribal Edition that reflects the sentiments of today's youth," he says. "Namely, rebellion, attractiveness, and spirituality. This new console allows gamers to express these emotions in a fun and interactive way, enabling them to communicate their individuality." I love how overblown this description is for what is essentially a regular-ass GBA SP with some stickers on it, written by a guy who almost certainly does not have any tribal tattoos.
The Tribal Edition's European marketing push also included an incredible print ad, which I remember seeing on the pages of UK games magazines at the time. It features a render of Mario with an uncharacteristically surly look on his face and a sleeve rolled up, revealing a tribal tattoo on his upper arm. "If it's cool enough for Mario…" the accompanying copy reads, in one of those scratchy hand-drawn fonts people used in the 2000s as shorthand for cool and badass. It's just weird seeing Mario with a tattoo, and I'm amazed the suits at Nintendo Japan let them get away with it.
Today, you can get hold of a second hand Tribal Edition SP for around $30-50 on eBay—and there are a lot of them on there. Some limited editions of the GBA are highly sought after, and fetch a lot of money even today, but this isn't one of them. I get what Nintendo was going for, but I'm glad the company has doubled down on its approachable, colourful image in recent years instead of trying to look cool. It was like a stereotypical high school nerd putting on shades and a leather jacket. It just didn't work. The Game Boy Advance SP is one of the all-time great handhelds, but this version is best forgotten.
