With the unveiling of the DS Lite, a snazzy update to Nintendo's ludicrously popular portable, it has become all the more interesting to note that whilst the Japanese giant is striving to grow and transform the gaming industry, it's undergoing a transformation of its own. We all associate certain, highly immovable things with Nintendo, things like portly plumbers, pointy-eared princesses, pink marshmallow things and Shigeru Miyamoto. Yes, until he's been proven to be an actual human, we're calling him a thing.

But how about things that are sexy, sleek and sophisticated? Do those terms sound like they belong with Nintendo? If their current design trend is anything to go by, the answer to that question is a resounding, yet alluring "yes". This change is only an aesthetic one, mind you, as Nintendo's gaming vision has never been more focused than it is today. Shigeru's still there, but now he's slipping into a fancy dress, gently applying lavender lipstick and blowing you a kiss.

And that's quite possibly the most disturbing mental image we've ever created. It would be best to abandon it immediately and get to the point: Nintendo's new systems look great!

It's been well documented that Nintendo's older systems often eschewed clean lines and glossy trimmings for gaming functionality and innovation. The original Game Boy quite obviously shared many design sensibilities with that of a concrete brick, a fact that no doubt contributed to its legendary indestructibility. The N64 wasn't much better, resembling some sort of cross between a spaceship and a suitcase, rendered all the more frightening thanks to a controller that looked like it might attack you in your sleep. Even the recent Gamecube took a weird step with its purple palette and a handle that promised many joyful trips to the park with a swinging block in tow. But hey, we still had a blast playing on those systems, despite what we thought of their exteriors.

Things have changed. If you hope to indisputably triumph in the realm of consoles, you're going to need more than just great games. A strong identity, a universal image that simultaneously introduces itself to the world and encourages people to get to know it better--that's what you need. You require something that people recognize, respect and desire. A picture is worth a thousand words, as they say, but sometimes just a few will do. For instance, "Oh, it's a new Nintendo toy" may be just the words that pop into the mind of someone laying eyes on the DS for the first time, a phrase which may even lose out to the PSP's "just look at the screen on that thing".

But are we really that superficial? Are we so easily attracted to a sexy container of silicon chips and circuit boards? Of course we are. A stellar games lineup may have pushed the DS to the top, but the PSP is right on its heels and has no such lineup to call its own. Why are people buying it then? Or rather: Have you seen the PSP? It's almost as if its looks are making promises the actual system couldn't possibly hope to keep. And that's exactly what gets us.

The very design of the system is an integral part of its marketing. You look at an iPod and you know exactly what it does, how well it does it and why you'd need it. It's a bold, attractive design that does its job. Apple knows it too, as the very same sensibilities permeate their computers, linking the brands and making them stronger. This is precisely what Nintendo is hoping to achieve with the Game Boy Micro, the DS Lite and the Revolution.

They all mark a significant departure from Nintendo's past designs, boasting a remarkable level of elegance and simplicity. It's easy to see the many similarities they share, with matching face buttons, identical d-pads and subtle LEDs linking the designs with each other and ultimately, with Nintendo. A more mature and refined approach such as this is exactly what Nintendo needs to break free from their "it's just a toy" image and enter the realms of smart consumer electronics. 

If Nintendo can successfully create this new and "grown-up" image for themselves, they'll stand to benefit greatly, all without compromising their steadfast strategy for reaching the mainstream. Sure, it's still all about the games, but there's nothing wrong with luring people in with classy looks...even if it is just Shigeru Miyamoto in a dress.