Nintendo sold more Wiiconsoles on Black Friday than ever before, thanks to deep discounts by the national chain Wal-Mart.

According to Nintendo's top U.S. executive, however, Wal-Mart lost money on the consoles it sold for less than $100. As part of its Black Friday promotions, the big-box retailer offered a limited edition blue Wii console for $99.96.

Wal-Mart lost money on every Wii they sold. We did not lose money on it, Nintendo of America president Reggie Fils-Aime said during the Reuters Global Media Summit on Tuesday.

He declined to comment on precisely how much the big-box retailer lost on the sold out consoles.

A Wal-Mart spokesman did not immediately respond to a request for comment.