George Harrison, Senior Vice President of Marketing and Corporate Communications of Nintendo spoke with GameDaily BIZ recently and he had the following to say,

“This year in our marketing you really won’t see much push against Game Boy itself, so it will kind of seek its own level. It’s hard to say in the future if we will ever bring back the Game Boy trademark.”

My guess is the male nature of the name Game Boy is more than likely the reason for Nintendo discontinuing the name. After all, they are trying to bring more girls and women into the hand-held system market!