Pictured: Doug Bowser

Nintendo has appointed a new vice president of sales, and his name is Doug Bowser.

According to Nintendo, Bowser "brings decades of experience, not fire breath, to the role," which involves overseeing "a variety of sales-related functions, including in-store merchandising, retail strategy, and retail marketing."

Bowser will also play a key role in "driving national sales strategies to generate demand and achieve revenue objectives across all of Nintendo's product lines."

"Doug Bowser is an outstanding addition to our Nintendo team, as he brings a deep blend of both consumer package goods and video game sales experience," said Scott Moffitt, Nintendo of America's executive VP of sales and marketing.

"I know he will work tirelessly with our internal and external partners to ensure the broad Nintendo product lineup of hardware, software, and accessories are strongly represented throughout U.S. retail points of distribution."

Prior to joining Nintendo, Bowser worked at EA as VP of global business planning, and at Procter & Gamble before that.

Nintendo has also confirmed Bowser is not related to King Koopa.

Pictured: Not Doug Bowser

Nintendo recently announced a return to an annual profit for the first time in four years, revealing the company made a ¥41 billion ($350 million) profit for the fiscal year ending March 31.

In March, the company formally announced work on its next console, codenamed NX, had begun. However, it did not provide any details on the project.

Nintendo CEO Satoru Iwata said that the hardware project represents a "brand-new concept", but didn't elaborate further. The announcement came moments after Nintendo revealed plans to bring its household games and IP to mobiles and smartphones.