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Here’s something you don’t see every day. According to Marketing Week, Nintendo has canceled their planned advertisements in the UK for the Wii this Christmas as it hopes to not “fuel demand” any further for the much sought after console.

Being Wii's second Christmas on sale one would expect Nintendo to be able to meet customer demand. But despite increased production at 1.8 million units a month, retailers are still running out of consoles, which is why Nintendo said it would be irresponsible to continue with the campaign. Instead, the advertisements will be replaced with ones promoting its DS handheld. While shortages are also expected stateside, the company’s North American branch is not going to be pulling back any of their Wii marketing.