No word on whether the new executive will give a fiefdom to his seven children

For Nintendo lovers, Bowser is the ultimate baddie, the fire-breathing lizard king that has absconded with Princess Peach since the 1980s. For some Nintendo employees, Bowser is now their boss. And not a video game boss.

Nintendo of America [fortune-stock symbol=”NTDOY”] announced today that it had hired Doug Bowser as VP of sales. Before joining Nintendo, Bowser worked at Electronic Arts [fortune-stock symbol=”ERTS”].

It has been a bust few months for Nintendo, a one-time video game leader that had had a tough few years, marked by disappointing sales of its WiiU console. In March the company announced it was finally ready to embrace mobile games, meaning Mario and friends could be on your iPhone soon.

You can read the full press release here.