If it were up to Nintendo of America president Reggie Fils-Aime, everyone would own a DS.

"We would ideally want one DS to one person across the Americas. That"s a huge lofty goal," he told G4TV in an interview this week.

He said that the newly-announced DSi will help the handheld"s market expand when it"s introduced in the U.S. sometime after April 2009, as he expects early DSi adopters to pass their old DS "Fat" and DS "Lite" models down to younger siblings.

"We certainly do expect that to happen," he said. "...We do expect the earliest adopters--the core consumer who already has a DS Lite--once they upgrade ... to the DSi, they"ll pass along their original DS or DS Lite to another family member. That is part of our longer-term strategy."

Nintendo head Satoru Iwata also said yesterday that the ultimate sales goal was to average one device per person.

The Nintendo DS has sold over 20 million units in the U.S., according to the NPD Group.

The DSi, Nintendo of Japan announced yesterday, will incorporate non-gaming functions such as a camera and a music player. But there are other portable devices that can do those things better than the DSi.

Fils-Aime addressed this concern, saying, "...You shouldn"t think of [the DSi] as the world"s best digital camera or the world"s best audio player. You need to look at it through a lens of entertainment, and certainly through that lens it"s going to over-deliver against expectations.