The NES was launched in the Deluxe Set at its October 1985 test market in New York City, then in further test markets including Los Angeles, Chicago, and San Francisco, and finally nationwide. The NES's design language with R.O.B. and the Zapper, recategorized the retailers' perception of the NES from a video game to a toy. This bypassed the crashed video game stigma and launched it more safely from the toy sections of retail stores next to established hit robot toys like Transformers, Voltron, Go-Bots, Teddy Ruxpin, and Lazer Tag.