The Nintendo 3DS will have the most successful launch of any new video games platform in the UK, eclipsing the figure previously set by the Wii, Nintendo has said.
According to Nintendo's UK head of sales Andy Yates, the new handheld is on track to beat 100,000 sales at launch.
"Our target was to get over 100,000 pre-orders - and we're in line with that," Yates told MCV. "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. The message to retail right now is that availability is strong and stores can plan with confidence to keep the accelerator on."
You're likely to have noticed 3DS advertising by now, too, with the first television ads hitting screens last Tuesday. It's all part of an extensive marketing plan to support live demo tours around the UK.
"We are building towards a launch of Wii-style proportions," said marketing director Dawn Paine. "That has been our ambition all along - to get the UK into a 'feeding frenzy' situation."
With record pre-orders it appears Nintendo's plan is working.
3DS launches in the UK on March 25 priced around £200.
Selling consumers on 3D when they can't experience it without actually holding a 3DS was always going to be a difficult task. This is why widespread national tours and in-store demo pods are of such huge importance.
Couple that with TV advertising which sells the 3D experience consumers already know, but with the added benefit of not needing to wear special glasses, and you end up with a record-breaking launch.