Its an odd concept, but I am wondering if 'Gameboy' as a brand name would help them shake off some of the pointless negativity that helped undermine the Wii U. The 3DS is doing quite nicely and I think we can all agree it is mentally associated with the Gameboy by many of the core gamers who have leaped on it.
Edit, I mean 'Gameboy' instead of 'Nintendo'.