Et tu, Nintendo? Betrayed by their selection of 'games for girls'

My husband and kids returned from Universal City Walk about 1:30 in the morning on Sunday, exhausted but giddy with excitement after the midnight launch party for the Nintendo DSi. Because they traded in an old DS Lite (which we're pretty sure doesn't actually work anymore) and a handful of old PlayStation 2 games (which also might not work), they bought a new matte black "portable gaming system" for about 1/2 price, including parking. They also got buttons, t-shirts, fist fulls of extra styli (I'm using that term instead of "styluses"), a poster customized and signed by artist Matt Furie, and a cool "all access" pass numbered 108 that now hangs on the edge of our son's bed along with a similar pass from the Star Wars convention and his LA library card.

As tired as they were - especially Dad, right? - it was one of those moments that makes up for some of the inconveniences and challenges of urban living.

Later, when our son demo-ed the DSi features - cameras, customizing, web browsing - I thought, This is like an iPhone for kids, but without a phone, which is fine because this boy hates to talk on the phone.

On Monday, I was still drifting along in a purchase-induced fog that I actually know not to trust. I'm skeptical about feelings of goodwill toward corporations. Except for Apple. I do actually think Apple likes me.

We walked into Blockbuster, and there was this thought buzzing in my brain, "Nintendo is smart." This flew out of my head immediately when I saw the game, My Weight Loss Coach, marketed as a "Game for Girls," complete with requisite pink graphics. Should I bother noting "Blockbuster is dumb"? I believe that's widely acknowledged. If Nintendo is somehow unaware of the way its games are marketed at Blockbuster, that makes them dumber.

How culturally-disconnected can a leading entertainment provider be? About 8 million people in the US suffer from eating disorders. About 90% are female.

The particular Blockbuster where I took this photo is around the corner from one of L.A.'s venerable girls school. Positioning a weight loss "game" so nearby should be taboo - like a booster club selling porn.

Girls don't need this. Nintendo, if you want to extend your market share deeper into female territory, come up with something that's really fun for girls. It's okay to treat girls like girls - I don't take issue with the strategy. Just don't treat them like patients.