Nintendo says it's aiming for a UK "feeding frenzy" as the 3DS breaks its all-time console pre-order record.
Speaking to trade mag MCV, Nintendo UK sales director, Andy Yates revealed the handheld is fast approaching 100,000 pre-orders in the UK.
"We're very encouraged that it's going to be a big launch," he said. "Our target was to get over 100,000 pre-orders - and we're in line with that. So far, we've already beat our personal best for a console launch. With three weeks to go, we're in a great position, as pre-orders are still building."
He added: "Retailers tell us that things are good, and they're pretty relieved to have a big launch in March; they need something of that magnitude."
Nintendo UK Marketing director Dawn Paine added that Nintendo's gunning for a "Wii-style" launch for 3DS, something the pre-order numbers certainly suggest it will do.
"I don't think you can underestimate peoples' hunger for new technology - the performance we're expecting comes from the quality of the product. The pre-order numbers are a testament to that," she told MCV.
"We are building towards Wii-style launch proportions. That has been our ambition all along: to get the UK into a 'feeding frenzy' situation. We feel we've picked the perfect time to launch the 3DS."
Earlier this week reports claimed that 185,000 3DS units will be ready for UK launch on March 25. Get your pre-orders in.