Poor Simon Jeffrey just can’t seem to get cool.

The current president of Sega of America has had a mixed reception with the press and fans alike. After stating in a BusinessWeek article that Sonic loses his cool factor with anyone above 12, Jeffrey’s been busy worrying about other, more important things.

However, in Forbes’ “Sega’s Quest for Cool,” Jeffrey lays out his plan to get Sega back on track as a major video game publisher:

“Sega used to be synonymous with cool,” Sega of America President Simon Jeffrey told Forbes.com. “It’s something Rockstar [maker of "Grand Theft Auto IV"] has. There’s no reason Sega can’t be cool.”

[...] Jeffrey also wants Sega to become a must-have content provider for Microsoft  and Sony consoles, appeal to everyone from hardcore gamers to families, and still remain distinctive. “Sega has always done stuff a little differently from everyone else,” he says. “We want to maintain that difference. We don’t want someone to look at Sega and say, ‘What’s the difference between Sega and THQ?’ We want people to go, ‘It’s Sega!’”

You heard it here first: Sega is trying to be cooler than THQ. Way to aim high.