You may have to hide it from the kids.
Reginald "Reggie" Fils-Aime is the first American to hold the title of President and Chief Operating Officer of Nintendo of America. Before taking the position in 2006, he served as Executive Vice President of Sales and Marketing, where he was responsible for all sales and marketing activities for Nintendo in the United States, Canada, and Latin America. He is credited with helping expand Nintendo's market reach in North America after the launch of the Nintendo DS and Wii, and experienced a cult following after declaring at E3 2006, "My name is Reggie. I'm about kickin' ass, I'm about takin' names, and we're about makin' games." He is the Regginator.