The hottest video game system in history is getting the best price in the universe. Starting Sept. 2, Nintendo's record-breaking Game Boy Advance SP will sell at an all-time low manufacturer's suggested retail price of just $79.99, a full $20 less than its current price. The reduction significantly expands the potential audience of an already-dominant consumer electronics device to a wider range of consumers.

At the same time, Nintendo also paves the way for more "Mayhem" – the watchword of the new "Start Mayhem" Game Boy Advance SP marketing campaign that debuts with the new price point, showcasing different personalities for each of the GBA SP colors. The "Start Mayhem" campaign features CGI-animated Game Boy Advance SP units brought to life in a variety of fun situations. Each color unit demonstrates a different personality. The campaign kicks off with videos featuring the Flame and Onyx systems. To view the videos, log onto www.startmayhem.com starting Sept. 2.

In addition, Game Boy Advance SP continues to expand its range, with the Game Boy Wireless Adapter that comes packaged with Pokémon FireRed and Pokémon LeafGreen, as well as Game Boy Advance Video, novel video paks that let users watch cartoons right on their Game Boy Advance units.