September 27, 1986. You’re a kid in the mid-80s. You get home from school, flip on the TV, and see something strange: a commercial where a giant egg hatches behind a family’s console, revealing a toy robot. His name is R.O.B. — the Robotic Operating Buddy — but he's just an accessory. The real product: Nintendo. Today, the Nintendo Entertainment System is launching nationwide. Just a few years earlier, the U.S. video game market had collapsed under the weight of bad games and too many consoles. But Nintendo had a plan — to sell Americans on something that didn’t look like a video game at all. With a plastic robot, a disguised gray box, and a plumber named Mario, how did Nintendo manage to sneak video games back into living rooms—and rescue a dying industry? Special thanks to Jeremy Parish, media curator at Limited Run Games, producer of NES Works, and co-host of the Retronauts podcast. Credits: Ben Dickstein | EP/Sound Designer Sally Helm | Host/Producer Eli Lehrer | Executive Producer Liv Fidler | Executive Producer Get in touch: [email protected] Follow on Instagram: @historythisweek Follow on Facebook: ⁠HISTORY This Week Podcast⁠ To stay updated: http://historythisweekpodcast.com Apple: https://podcasts.apple.com/us/podcast/history-this-week/id1493453604 Spotify: https://open.spotify.com/show/2YFm0ezrXmMqLXbxgZpkmd?si=9a84fadee11447d4 Audacy: https://www.audacy.com/podcast/history-this-week-71b4d Subscribe for more HISTORY: http://histv.co/SubscribeHistoryYT Check out exclusive HISTORY content: History Newsletter - https://histv.co/newsletter Website - https://histv.co/History Facebook - https://histv.co/Facebook TikTok - http://bit.ly/4kZKjXi HISTORY® is the leading destination for award-winning original series and specials that connect viewers with history in an informative, immersive, and entertaining manner across all platforms. The network’s all-original programming slate features a roster of hit series, premium documentaries, and scripted event programming.