Nintendo of America has a new executive. His name is Bowser. Doug Bowser.

The company announced its new hire in a press release subtitled “Doug Bowser Brings Decades of Experience, Not Fire Breath, to New Role”.

Formerly the vice president of global business planning at EA, Bowser will now be in charge of sales at the Japanese firm’s American arm. And the company is embracing the coincidence of its new employee’s name.

In a release, Nintendo of America announced that it “has hired a new Vice President to lead the United States sales organisation with a name that’s well-known in the Mushroom Kingdom”.

“Effective today, Doug Bowser (no relation to the King Koopa and Mario’s longtime nemesis) will oversee a variety of sales-related functions, including Sales, in-store merchandising, retail strategy and retail marketing.”

Sega of America is reportedly planning to counter its old rival’s new hire by appointing Dr Alan Robotnik to chief marketing officer.