Sega's marketing in Japan did not take this perspective, instead opting for advertisements with Japanese women featuring the handheld, Sega's worldwide advertising prominently positioned the Game Gear as the "cooler" console than the Game Boy. In North America, marketing for the Game Gear included side-by-side comparisons of Sega's new handheld with the Game Boy and likened Game Boy players to the obese and uneducated. Most of those commercials featured the "Sega Scream", which showed a person yelling the logo. One Sega advertisement in early 1994 featured the quote, "If you were color blind and had an IQ of less than 12, then you wouldn't mind which portable you had." Such advertising drew outrage from Nintendo, who sought to have protests organized against Sega for insulting disabled persons. Sega responded with a statement from Sega of America president Tom Kalinske saying that Nintendo "should spend more time improving their products and marketing rather than working on behind-the-scenes coercive activities". Ultimately, this debate would have little impact on sales for the Game Gear. Europe and Australia were the last regions to receive the Game Gear. Due to the delays in receiving the new handheld, some importers paid as much as £200 in order to have the new system. Upon the Game Gear's release in Europe, video game distributor Virgin Mastertronic unveiled the price of the Game Gear as £99.99, positioning it as being more expensive than the Game Boy, but less expensive than the Atari Lynx, which was also a full-color system. Marketing in the United Kingdom included the use of the slogan, "To be this good takes Sega", and also included advertisements with a biker with a Game Gear. In the United Kingdom, the Game Gear had a 16% share of the handheld market in January 1992, increasing to a 40% market share by December 1992. Decline Support for the Game Gear by Sega was hurt by its primary focus on its home console systems. In addition to the success of the Genesis, Sega was also supporting two peripherals for its home system, the Sega CD, and the 32X, as well as developing its new 32-bit system, the Sega Saturn. Despite selling 10.62 million units by March 1996 (including 1.78 million in Japan), the Game Gear was never able to match the success of its main rival, the Game Boy, which sold over ten times that number. The system's late sales