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Hide the princess: Bowser is running Nintendo's U.S. division

Hide the princess: Bowser is running Nintendo's U.S. division
Shoppers walk under the logo of Nintendo and Super Mario characters at an electronics store in Tokyo in 2014. Nintendo announced Feb. 21, 2019, that the new president of its U.S. division would be Doug Bowser, who shares a last name with its iconic villain. (Shizuo Kambayashi/AP)

Billionaire entrepreneur Elon Musk famously suggested that there is a high likelihood that humanity is living within a computer simulation.

On Thursday, Nintendo offered some possible evidence to bolster that theory as it announced that Reggie Fils-Aime will step down in April as president of the company's U.S. division. Taking his place?

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Doug … Bowser.

Bowser serves as senior vice president of sales and marketing at Nintendo of America, and will take over April 15, according to the company.

"We will continue to build on (Fils-Aime's) work to evolve and expand our brand, furthering Nintendo's global mission of creating smiles," Bowser said.

On Twitter, Nintendo fans reacted with mock outrage over the sudden takeover of the company by one of its most iconic villains, and with gratitude toward Fils-Aime, one of Nintendo's most visible officials for the past decade.

Fils-Aime began at Nintendo more than 15 years ago, serving in the company's marketing department and eventually assuming the role of president of Nintendo's U.S. division in 2006 - months before the launch of the Nintendo Wii. In a statement, Fils-Aime said his departure was "not 'game over' for me, but instead 'leveling up' to (spend) more time with my wife, family and friends."

Bowser takes the reins at a remarkably successful time for Nintendo of America. Bowser led the company's U.S. marketing when it launched its Nintendo Switch console in 2017 to a widely popular reception; the company has sold more than 32 million Switches, making it one of Nintendo's most successful devices.

Doug Bowser
Doug Bowser (Nintendo of America)

Bowser has been known to share in the fun, dressing up in Bowser costumes for Halloween — "What did you expect me to wear ... ?!" — and tweeting good-naturedly about business meetings with people named Mario.

Nintendo didn't immediately respond to questions about whether this Bowser breathes fire.

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