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Beeshu, Inc. was a third-party computer and video game accessory manufacturer which specialized in joysticks. While it primarily manufactured products for the then-dominant Nintendo Entertainment System, the company also produced a line of accessories for Sega's 8-bit and 16-bit systems.


Founded in the late 1980's and headquartered in Middlesex, New Jersey[6], Beeshu was most known for their line of colorful joysticks and arcade pads. The company enjoyed enough success to become one of the more-recognizable Western accessory manufacturers, and later expanded to wireless gamepads as well. In June 1990, Beeshu relocated from their native New Jersey to a new office headquartered in Winter Garden, Florida.[3]

Following a failed lawsuit with Sega of America in mid 1993 which reportedly left the company in dire financial straits, Beeshu eventually filed for bankruptcy two years later on July 20, 1995.[1]

Beeshu, Inc. v. Sega of America, Inc.

On July 15, 1993, Beeshu sued Sega Enterprises through its Western subsidiary Sega of America in a California federal court. Beeshu claimed that it had become the principal accessory manufacturer for Sega's consoles in 1990 and, per its contractual agreement, did not produce accessories for any other client. Beeshu alleged that Sega subsequently used its proprietary information on the manufacturer's accessories to contract another manufacturer for similar accessories (particularly its wireless gamepads). Beeshu stated that it discovered this in October 1991, and that it caused the company to halt production of its products for Sega - eventually culminating in a loss of sales by September 1992, as retailers like Toys "R" Us began stocking Sega's new accessories in place of Beeshu's. With the lawsuit, Beeshu was seeking $20,000,000 in lost sales and an additional $10,000,000 in damages.[7]

Sega of America hired Silicon Valley's tech-specialized lawfirm Fenwick & West to represent them. Ultimately, the firm's arguments resulted in the dismissal of Beeshu's claims for damages, with the manufacturer voluntarily dismissing their case altogether.[8]

Accessories produced

Magazine articles

Main article: Beeshu/Magazine articles.