To launch Kirby’s Epic Yarn Nintendo set up what sounded like an exciting event in one of the grimmest areas of London: Elephant and Castle. The press invite read: “For one day only Elephant and Castle will be decked out in a colourful array of knitting to bring the feel-good vibe of Kirby’s Epic Yarn and replace grey with colour.”
Sadly, that was completely misleading, and Kirby’s Epic Yarn was more like Kirby’s Epic Yawn, with little more than some oppressively ratty woolen toys on a drab concrete bench near a bus stop. This looked more like an NSPCC advert than an exciting novelty launch event. Read on for more photos and a video. It’s like watching a car crash: you can’t help but look.
If you’ve never been to Elephant and Castle before, then imagine that film Threads, where Sheffield gets hit by an atomic bomb. It’s a bit like that, after the bomb hits, only with a lot more traffic.
The idea was a good one, Nintendo just didn’t pull it off. Not even nearly. It seems Ninty managed to make Elephant and Castle look even more depressing than usual. An embarrassingly poor effort from a company as big as Nintendo, even if they did give some free copies of the game away.
Maybe the tactic is to convince you to buy Kirby’s Epic Yarn in order to escape the urban hell Nintendo has drawn your attention to? Shout out in the comments with what you think of Kirby’s Epic Yarn. Or Elephant and Castle. Or both.