(CNN Business) Nintendo has appointed Doug Bowser as the next head of its American operations — and the joke hasn't been lost on anyone.

For those who have never played any ofhugely popular Mario games, Bowser is a giant, anthropomorphic turtle-like creature that serves as the main villain in the decades-old franchise.

Nintendo fans jumped on the coincidence when Bowser was first hired by Nintendo from in 2015 , and Bowser himself has had some fun with it on his Twitter feed.

You can never have too many Bowsers in the office. pic.twitter.com/zF0AcLCgxh

His appointment as president of Nintendo of America has breathed new life into the joke, with thousands of people sharing it on social media.

Why is everyone shocked Bowser is now in charge of Nintendo America? Look how passionate he is about playing games with fans pic.twitter.com/UiVLHqxMlL

"Bowser" was one of the top worldwide trends onon Thursday night in the United States.

Doug Bowser at the launch of Nintendo's Switch game console in New York in March 2017.

The man Bowser is replacing, Reggie Fils-Aime, who has led Nintendo of America for the past 13 years, joined in as well

"With a name like Bowser, who better to hold the keys to the Nintendo," Fils-Aime said in a video posted on social media.

He couldn't resist a few other wisecracks before he leaves the company on April 15.

"This is not 'game over' for me, but instead 'leveling up' to more time with my wife, family and friends," he said in a statement.

Whether Mario and Luigi still have a future at Nintendo remains to be seen.