By 1990, Japanese video game company Sega wanted a foothold in the video game console market with its 16-bit console, the Sega Genesis. Sega's efforts to break into the market had been stymied by the dominance of Nintendo; as such, the Genesis did not have a large install base and Nintendo did not take Sega seriously as a competitor. Sega of America CEO Michael Katz attempted to challenge Nintendo with the "Genesis does what Nintendon't" marketing campaign and by collaborating with athletes and celebrities to create games. These efforts did not break Nintendo's dominance, and Katz was replaced as CEO by Tom Kalinske, formerly of Mattel.