Nintendo has said it will stop advertising the Wii consoles in the UK in the run-up to Christmas because it cannot meet demand.
Demand for the Wii has reached such levels that shops are selling out in minutes, leaving parents stuck over what to get their children for Christmas.
A Nintendo spokesman told Marketing Week: " We have been running the campaign all year, but we want to take a responsible stance this Christmas and not fuel demand."
Nintendo has been facing criticism from some that it was artificially restricting supply of the popular console; rumours that the company has denied.
The Wii console, which is the first to incorporate full movement recognition into a games controller, has proved this season's must-have gift and prices on eBay are already double those in the shops.
Console maker scores first ever zero rating for environmental friendliness
Santa's elves working overtime to fill UK stores
Firm concentrates on supply lines for Christmas
In part one of V3.co.uk's interview with Dirk Singer, he dicusses social media monitoring strategies
Remote access - Three steps to getting connected
3.4 million UK professionals now work from home – is your company equipped?
Cost benefits of a global collaboration network
This white paper is a must read for organisations looking for evidence of the bottom-line benefits of high-definition video and voice communications
Keep up to date with the latest products, services and technologies from the world's leading IT companies; IThound.com brings you over 6,000 white papers, case studies and analyst reports.
Alcatel-Lucent's Neal Tilley talks about how enterprises and carriers can...
Former Information Commissioner speaks out on government databases and data...
Commission comes out fighting after criticism from Oracle and Washington
Do you agree?
Have your say on this article