At the June 1985 Summer CES, Nintendo returned with a stripped-down and cost-reduced redesign of the AVS, having abandoned the home computer approach. Nintendo purposefully designed the system so as not to resemble a video game console, and would avoid terms associated with game consoles, with marketing manager Gail Tilden choosing the term "Game Pak" for cartridges, "Control Deck" for the console, and "Entertainment System" for the whole platform altogether. Renamed the "Nintendo Entertainment System" (NES), the new and cost-reduced version lacks most of the upscale features added in the AVS, but retains many of its audiophile-inspired design elements, such as the grey color scheme and boxy form factor. Disappointed with the cosmetically raw prototype part they received from Japan, which they nicknamed "the lunchbox", Nintendo of America designers Lance Barr and Don James added the two-tone gray, the black stripe, and the red lettering. To obscure the video game connotation, NES replaced the top-loading cartridge slot of the Famicom and AVS with a front-loading chamber for software cartridges that place the inserted cartridge out of view, reminiscent of a VCR. The Famicom's pair of hard-wired controllers, and the AVS's wireless controllers, were replaced with two custom 7-pin sockets for detachable wired controllers. Using another approach to market the system to North American retailers as an "entertainment system", as opposed to a video game console, Nintendo positioned the NES more squarely as a toy, emphasizing the Zapper light gun, and more significantly, R.O.B. (Robotic Operating Buddy), a wireless toy robot that responds to special screen flashes with mechanized actions. Although R.O.B. successfully drew a stream of retailers to Nintendo's Summer 1985 CES booth to see the NES, they were still unwilling to sign up to distribute the console. North American launch (1985–1986) In a show of strength and confidence by a company that rejected positions of weakness, an intense direct campaign ensued by a dedicated 12-person "Nintendo SWAT team" who relocated from Nintendo of America's headquarters in Redmond. The team included Nintendo of America's president Minoru Arakawa, Tukwila warehouse manager and game tester Howard Phillips, Redmond warehouse manager and product designer Don James, product designer Lance Barr, marketer Gail Tilden, her boss Ron Judy, and salesperson Bruce Lowry. Having failed to secure a retail distributor in the last year, the team would deliver the NES debut itself. This began a series of limited test market launches at various metropolitan American