So...you're new to this Nintendo thing, right? :p
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Seriously though, I imagine it's due to the same reasons that we get Angry Kirby box art while the rest of the world gets Happy Kirby. There's a perception at least to Nintendo brass that Americans just like hostile angry things.
And consider the popularity of Marie here...that perception doesn't seem incorrect.
Uh, wow. No I'm not. Also what does that Amiibo festival stuff have to do with anything? I simply have not played that so I don't get the point.
I knew that Nintendo America seems to think the entirety of the NA audience likes "ANGRY FIGHTS" but you're really not helping prove them wrong. I know for a fact I don't like it- I never liked how the NA Nintendo tried to appeal to that version of society.
And since you're bringing Kirby into this suddenly, I
certainly don't like the NA boxart and how they make him look mad when all Kirby wants is to save his homeland! He even makes friends with some of the previous badguys (Dedede, whom was a villain and is now more of an anti-hero that even teams up with kirby on his adventures now because Kirby managed to convince him to be friendly!).
But hey, Kirby isn't even related to Splatoon. It's more accurately translated than Splatoon. If you're trying to make a point about translations you're going to get nowhere. Kirby, and even ACNL and the rest of the Animal Crossing series, are translated really accurately from my knowledge.
The Squid Sisters are given drastic personality changes in NA in comparison to their JP selves. They
are made into stereotypes of one aspect of their personality- Marie's saltiness (enhanced by fandom) and Callie's childishness.
I'm not expecting to change your opinion on this, but I'm
far from new to nintendo, having grown up playing nintendo consoles. Claiming I am when you hardly know me just for pointing out translation errors and how NA overdoes things for the sake of the fans that apparently adore violence and fights between cousins is pretty ridiculous.