Nintendo is a Japanese maker of video games and gaming consoles. After the Wii U fizzled, the conventional wisdom was that Nintendo should exit the hardware business and reinvent itself as a smartphone app maker. But the Switch--which debuted in March 2017 and seamlessly transitions between being a gaming handheld and a living-room console--is a brilliantly innovative device that enables experiences such as Super Mario Odyssey and The Legend of Zelda: Breath of the Wild, arguably the two best games in Nintendo history. With deals such as those to put Mario in Universal theme parks and an Illumination movie, the company is also making smart moves to expand its venerable intellectual property beyond the bounds of its own platforms. These moves have produced the kind of results Nintendo has not seen since the original Wii's heyday. In January 2018, Nintendo introduced Labo, a line of build-them-yourself cardboard-craft toys that use the Switch as their brain--a reminder that the 128-year-old Japanese company’s specialty is neither hardware nor software but the art of melding both into uniquely memorable experiences.