Next to the Mario games, Pokémon is Nintendo's flagship title. You automatically associate the two, and when many parents or members of the family decide they want to purchase video games or handhelds for their family, they think Nintendo. The company's clean and approachable image has created a brand in video games market that they've locked down for a long time. Nintendo is the happy, fun time company and that's why you'll see litle kids with a DS more than anything else. Add to the that a cute, yellow creature that smiles all the time and you've got something more wholesome than anything else you'll see out there.