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Speaking in an interview with the LA Times, Nintendo of America boss Reggie Fils-Aime has revealed that the company is producing 2.4 million new Wii units every month, compared to 1.6 million a month last year – a 33 percent increase. He further put that number into perspective by taking a jab at Sony without naming them, noting that a major rival expects to sell 10 million consoles this year, whereas for Nintendo that’s the figure for three months of production.

Despite the ramped up production, Fils-Aime didn’t go as far as to say customers would have an easy time finding a Wii in stores. In fact, he stated that “once you see it on the shelf, you ought to buy it.” It’s hard to believe that two full years after the console hit the U.S. market, we’re still looking at the possibility of a shortage this holiday season. Or perhaps Nintendo is just trying to build up the hype.