Nintendo of America President Reggie Fils-Aime says he isn't too excited about retailers forcing buyers to get bundles which include its Wii game system together with other products such as games and accessories.

The shortage of Wii systems this holiday season has given some retailers the opportunity force customers to sell packages worth more than the Wii's $250 retail prices.

Retailers have already been given feedback that we are not big fans of that, Fils-Aime told Reuters on Thursday. We think it masks some of the price advantage we have versus our competition and, frankly, the consumer should decide what they want.

Fils-Aime added that the level of demand the company faces was complicating its future business planning.

All of that becomes a much tougher exercise until we have supply and demand curves that intersect, he added.