Nintendo of America announced Wednesday that it hired a new vice president of sales, Doug Bowser.
He shares a name with the iconic turtle beast from Nintendo's Mario franchise.
"Doug Bowser brings decades of experience, not fire breath," the famed game maker said in a press release.
Naturally, Twitter was pretty into the news:
According to Nintendo, Bowser "will oversee a variety of sales-related functions, including sales, in-store merchandising, retail strategy and retail marketing."
A representative for Princess Peach could not be reached for comment.