Dendy Classic. In creating the name, Savyuk chose the English word for Dandy - a man who emphasises physical appearance, refined language, and leisurely hobbies. The letter "a" was replaced by an "e" for easier reading in Russian. The console's mascot, the elephant Dendy was drawn by Russian animator Ivan Maximov. The console was advertised on Russian television with the slogan "Dendy, Dendy, we all love Dendy! Dendy — everybody plays!". The "Neschastniy Sluchai" music band recorded the commercial, with the music written by keyboardist Sergey Chekryzhov, and the slogan was created by guitarist Andrey Guvakov. Animation for the clip was also made with the band. The commercial started running two weeks before the start of sales, and was broadcast by Video International. Dendy went on sale on December 17, 1992, for 39,000 rubles (then equivalent to ). However, a mistake in introducing the device to the market made the first batch with the PAL-I video standard, whereas the SECAM-DK standard was required instead. The whole first batch was repaired in Moscow. The first brand shops were opened in Moscow on Petrovka, Krasnaya Presnya and in the passage leading from the Teatralnaya metro station to the GUM department store. By February 1993, sales were up to 3,000 consoles per month. Games were profitable, and Steepler managers traveled to the regions to find regional dealers and purchase advertising. Demand became very high, and in April 1993, Steepler already had four regional dealers and a turnover of 500 million rubles ($722,000). By late 1993, up to 4,000 consoles were sold daily, and a study of consumer demand found that in the "consumer electronics" category, Dendy was in third place after the refrigerator and television set. The console had become a household name and began to be applied to the other Famiclones, and to different consoles. Steepler filled a virtually unoccupied niche, and the world's manufacturers of computer games and consoles were not interested in Russia at that time. It did not have to fight for demand because the main competitors were "gray" imports of similar products made in China. By the end of 1994, the company's annual turnover reached $75–80 million. Steepler eventually suspended the advertising campaign because demand exceeded supply. Magazines and TV shows While exploring the print press market, Steepler came across the magazine Video-Ace Computer Games and suggested that the publisher should start a joint publication. The first issue