Contrary to the previous Game Boy models, which were all following the "portrait" form factor of the original Game Boy (designed by Gunpei Yokoi), the Game Boy Advance was designed in a "landscape" form factor, putting the buttons to the sides of the device instead of below the screen.
In 1996, magazines including Electronic Gaming Monthly,[REF] Next Generation,[REF] issues 53 and 54 of Total! and the July 1996 issue of Game Informer featured reports of a new Game Boy, codenamed Project Atlantis.