From the Super Mario Wiki

Nintendo EAD (or Nintendo Entertainment Analysis and Development) is a division of Nintendo known for designing Mario games, although they have also worked on other series, such as The Legend of Zelda and Star Fox. The Chief Production Officer is Satoru Iwata, but the general managers are Shigeru Miyamoto and Takashi Tezuka.

[edit] Trivia

• In F-Zero GX there is a character named Mr. EAD which possibly parodies EAD. Also noted is his belt has a Star on it.