Shortly after launch, Gulf and Western began to divest itself of its non-core businesses after the death of company founder Charles Bluhdorn, so Nakayama and former Sega CEO David Rosen arranged a management buyout of the Japanese subsidiary in 1984 with financial backing from CSK Corporation, a prominent Japanese software company. Nakayama was then installed as CEO of the new Sega Enterprises, Ltd. Following the buyout, Sega released another console, the SG-1000 II, on July 31, 1984 at ¥15,000. The SG-1000 II replaced the hardwired joystick with two detachable joypads. Sato disliked the original cartridges, saying they looked like "small black tombstones" when inserted in the console, and later remarked that his proudest achievement of the SG-1000 era was replacing them with the "cheerier", pocket-sized Sega My Cards. Sega also employed popular owarai comedy duo Tunnels to provide celebrity endorsement for the console.