Nintendo anticipated that R.O.B.'s flair for futurism, personality, and physicality was to be so crucial to the success of the NES, that the toy was featured prominently in much of the advertising media of the system and its game library, even more than any particular game. The robot was portrayed as a bridge between the player and the game. The retail floor displays were each topped with a huge R.O.B. head model, and the launch party centered on a colossal robot replica with many small silver-plated robot models. The toy robot is the highlighted accessory within the first and most premium NES consumer product offering, the Deluxe Set. This is a boxed bundle containing a Control Deck, R.O.B., Zapper light gun, "Gyromite", and "Duck Hunt".