Japan, it was more of a surprise to developers, and typically known in Japan as the "Atari Shock". After the video game crash, analysts doubted the long-term viability of the video game industry. At the same time, following a series of arcade game successes in the early 1980s, Nintendo made plans to create a cartridge-based console called the Famicom, which is short for Family Computer. Masayuki Uemura designed the system. The console was released on July 15, 1983 as the Family Computer (or Famicom for short) alongside three ports of Nintendo's successful arcade games Donkey Kong, Donkey Kong Jr. and Popeye. The Famicom was slow to gather momentum; a bad chip set caused the initial release of the system to crash. Following a product recall and a reissue with a new motherboard, the Famicom's popularity soared, becoming the best-selling game console in Japan by the end of 1984. By 1988, industry observers stated that the NES's popularity had grown so quickly that the market for Nintendo cartridges was larger than that for all home computer software. By mid-1986, 19% (6.5 million) of Japanese households owned a Famicom; one third by mid-1988. In June 1989, Nintendo of America's vice president of marketing Peter Main, said that the Famicom was present in 37% of Japan's households. By the end of its run, over 60 million NES units had been sold throughout the world. In 1990 Nintendo surpassed Toyota as Japan's most successful corporation. Because the NES was released after the "video game crash" of the early 1980s, many retailers and adults regarded electronic games as a passing fad, so many believed at first that the NES would soon fade. Before the NES/Famicom, Nintendo was known as a moderately successful Japanese toy and playing card manufacturer, but the popularity of the NES/Famicom helped the company grow into an internationally recognized name almost synonymous with video games as Atari had been, and set the stage for Japanese dominance of the video game industry. With the NES, Nintendo also changed the relationship between console manufacturers and third-party software developers by restricting developers from publishing and distributing software without licensed approval. This led to higher quality software titles, which helped change the attitude of a public that had grown weary from poorly produced titles for earlier game systems. The system's hardware limitations led to design principles that still influence the development of modern video games. Many