Product line planning aims at optimal planning of product variety. In addition, the traditional product line planning problem develops new product lines based on product attributes without considering existing product lines. However, in reality, almost all new product lines evolve from existing product lines, which leads to the product line evolution problem. Product line evolution involves trade-offs between the marketing perspective and engineering perspective. The marketing concern focuses on maximizing utility for customers; the engineering concern focuses on minimizing engineering cost. Utility represents satisfaction experienced by the customers of a product. Engineering cost is the total cost involved in the process of the development of a product line. These two goals are in conflict since the high utility requires high-end product attributes which could increase the engineering cost and vice versa. Rather than aggregating both problems as one single level optimization problem, the marketing and engineering concerns entail a non-collaborative game per se. This research investigates a game-theoretic approach to the product line evolution problem. A leader-follower joint optimization model is developed to leverage conflicting goals of marketing and engineering concerns within a coherent framework of game theoretic optimization. To solve the joint optimization model efficiently, a bi-level nested genetic algorithm is developed. A case study of smart watch product line evolution is reported to illustrate the feasibility and potential of the proposed approach.