Reggie Fils-Aimé Recalls Pokémon Ruby And Sapphire Stock Shortages

by

Editor’s Note

This article recounts former Nintendo of America President Reggie Fils-Aimé’s firsthand account of the overwhelming demand and supply shortages that marked the launch of Pokémon Ruby and Sapphire, highlighting a pivotal moment in gaming history.

pokemon ruby and sapphire banner
Reggie Fils-Aimé Recalls Pokémon Ruby And Sapphire Stock Shortages
assassins creed shadows claws of awaji banner

Former Nintendo of America President Reggie Fils-Aimé recently shared anecdotes about the significant supply challenges faced during the launch of the Pokémon Ruby and Sapphire video games for the Game Boy Advance.

asphalt legends nintendo switch 2 edition banner
“The demand for Pokémon Ruby and Sapphire was absolutely staggering. We had prepared what we thought were massive shipments, but they sold out almost instantly across the country. Retailers were calling us daily, desperate for more stock. It was one of the most intense supply chain situations I dealt with during my early years at Nintendo.”
braid anniversary edition nintendo switch 2 edition banner

He explained that the frenzy was driven by the immense popularity of the Pokémon franchise and the successful transition to the new Game Boy Advance platform. The shortages lasted for several weeks, creating a secondary market where copies were sold at a premium. Fils-Aimé noted that this experience underscored the importance of aggressive forecasting and close coordination with manufacturing partners for future blockbuster releases.

Full article: View original |
⏰ Published on: February 17, 2026