It is with very little self control that we continually go to Target. Since my college days, Target has been the simple answer to the age old question, "What do you want to do today?" Sometimes you legitimately do need something, and sometimes you just want to get the hell out of the house. Regardless, you're typically assured some lame entertainment with a Target visit. Fighting between the things you actually need and actually want is a game unto itself, and has become ritual during our weekly trip.

Unlike Wal-mart, Target has begun to stock clothes I wouldn't be personally embarrassed to wear outside of my house while cleaning the basement. In fact, they've begun to get men's clothes that are pretty decent. Their gaming inspired clothing line has expanded greatly in the past few months and now has some variety - so I always check it out. So imagine my reaction when I saw this shirt on display and realized they were totally sold out.

Initial reaction: DAMN. I woulda bought that shirt.
Seconday reaction: I wonder where I can find that shirt?
Tertiary reaction: I want that shirt? Since when does Mario promote drinking, even in pun form? Yes, I still want the shirt.

But, at some point, even I draw the line (and that really says something about this). And, as gamers, we know Nintendo has consistently drawn a very solid line for being a parent friendly company. Has it pissed me off in my time as a gamer? Unquestionably. The Super Nintendo version of Mortal Kombat was gimped, and I chose the Genesis copy due to one important addition: blood. Sega did what Nintendont (no, I couldn't help myself). It was a big deal at the time, and Nintendo ate dust at the box office on that particular title.

Roll forward until 2007...

And it appears that Nintendo's marketing department has either laxed significantly or just missed the boat entirely. Everyone knows many games on Nintendo systems have gone on to include violence since Mortal Kombat. The game violence deal has become a moot issue in large part. However, we've never seen a Nintendo franchise character put in such a dubious position. Mario with a gun? Forget it. Donkey Kong snorting bananas? Of course not. The Princess pimping her wares? Hell no. Bowser on the booze? Inconceivable.

And that my dear friends is what makes this t-shirt so peculiar. I know that Nintendo doesn't make these themselves (they license the characters and names), but don't they have final approval? I can't imagine Nintendo ever thinking this is the message they want to send to the public. They've worked extremely hard over the past 20 years to create, protect and defend their image. Their online gaming decisions for the Wii (friends codes only and lack of a headset) further enforce their clear concern for being family friendly.

They've always played it safe, and it's worked wonderfully for them. But now they want me to get hammered? Not like I need encouragement there, but I thought that was Rockstar North's territory. Something tells me someone at Nintendo missed the ball -- err, hammer -- and is going to get hammered themselves. Right out the back door.