On top of that, Nintendo also tried to draw consumer attention by offering unique experiences from what a typical video game controller had. This helped Nintendo sell the console in toy stores. The main NES unit was referred to as the Control Deck, and the games themselves were referred to as Game Paks, forgoing any mention of consoles or video games. Nintendo carefully crafted its marketing to avoid association with the waning video game market. This also distinguished it from top-loader designs that most consoles (including the Japanese Famicom) had gone for up until then. The North American design featured a front-loader design, meaning cartridges were inserted horizontally, similar to a VHS tape, a product category that was very popular at that time.
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