Hundreds line up at Best Buy to nab Nintendo Switch 2, in scene like '90s opening parties

Todd Hough packed a lunch and his Nintendo Switch on Wednesday and was at the Best Buy store in Roseville by 8 a.m., making him first in line for the next-generation Switch party that started at 11 p.m.

Second in line: Best Buy employee Clarence Coope, who took a few days off to rest and enjoy the Switch 2. He entertained the growing crowd with Mario Kart music.

Mary Ehlers was in line by 9 a.m., working remotely from the parking lot. Her son, Joseph, joined her after school. He had sold his first Switch to a cousin and used that money to purchase a Switch 2 console, Mario Kart World and a case.

The Switch 2 is one of the most anticipated electronic releases of the year, and both Best Buy and Target are leaning hard on promotions to get their share of sales.

Best Buy revived the party it threw for the original Switch release eight years ago, after preorders sold out in minutes.

"We dusted off something that we've done historically and had a lot of success with," said Jason Bonfig, senior vice president of customer offerings and fulfillment for Best Buy. "It allows customers to have a connection to it, but also be able to get the product right away and interact with other people who have a similar passion."

As it came close to 11 p.m., the line grew to about 300.

The doors opened, and at 11:01 p.m. what could have been a disaster hit the store. The lights flickered, and all power cut out. People had to wait 20 minutes for it to come back, allowing people to buy their game systems.

In Minnetonka, Tyler Davis joined the preorder line close to 10:30 p.m. After drifting across several retailers' websites on April 24 — the night for preordering — he secured a bundle and a MicroSD Express card from Best Buy.

Davis owns the original Switch and doesn't plan to let it go — too much "sentimental value" to part with. He's a big Nintendo fan.

"I have more memories with these games than I can count," Davis said. "The music of these games especially had an impact on me and inspired me to become a musician from an early age."

He plays trombone for the Twin Cities Gamer Symphony Orchestra, which hosts free concerts performing video game music.

Best Buy stores were open for about two hours, long enough for shoppers to pick up their systems — and possibly a few accessories and games — and share the moment with fellow Nintendo enthusiasts.

Giveaways included a limited number of commemorative Nintendo coins.

"I'm a big collector of coins and pins, and Nintendo's done a couple of these, so it's cool to have," Coope said. "It's going right next to the others."

The original Switch is one of Nintendo's most successful products, selling more than 150 million units worldwide and surpassing the popularity of Wii.

Behind the scenes, months of planning went into preparing for the event, Bonfig said. Best Buy first began working with Nintendo in April to coordinate preorder infrastructure, digital promotions and employee training.

When the preorder window opened, the demand was overwhelming.

"We saw some of the highest traffic we've ever seen around a preorder product. It sold out pretty much within minutes," Bonfig said.

On a recent earnings call, Corie Barry, CEO of Best Buy, said 70% of preorder customers selected in-store pickup.

Despite being guaranteed a console, many in line wanted to get their hands on the Switch 2 as soon as possible. For others, it was about the nostalgia reminiscent of past late-night openings and early 2000s movie screenings.

The Switch 2 has generated excitement not only for its upgraded specs, but also for its backward compatibility with previous Switch titles and new features like video chat and enhanced Joy-Con controllers, Bonfig said.

The new "Mario Kart World" also launched alongside the console, with other games, like "Donkey Kong Bonanza," expected later this summer.

When Mary and Joseph Ehlers exited the store with their haul in hand, they weren't heading home to go to bed. They were going home to start up the new console and check out the update.

For Bonfig, the product's appeal is deeply personal. A lifelong Nintendo fan, he recalled blowing out a TV while playing "Duck Hunt" for the first time and watching his own sons grow up with "Mario Kart."

Even Best Buy employees felt the pull of the event, with many asking to work the late-night shift.

While the launch night marked a major sales moment for Best Buy, the company also sees it as a starting point for continued engagement. Stores will expand their Nintendo Switch sections, adding demo stations, accessories and staff ready to help customers learn about new features.

Minneapolis-based Target didn't open its doors until Thursday morning, and the Switch 2 and "Mario Kart World" bundle won't be available for purchase online until Friday.

In similar fashion to Best Buy, the retailer is rolling out an expanded assortment of Nintendo-inspired products alongside a dedicated Nintendo shopping experience. Select stores are also hosting in-store celebrations on Thursday.