Following the crash, many retailers had lost confidence in the Atari-led video game market even while the toy market was strong. With a high volume of low quality products and dead-inventory shovelware, some retailers and industry critics considered video gaming to be a passing fad altogether. Therefore, Nintendo spent much of 1984 re-conceiving its Family Computer (Famicom) brand from Japan to be portrayed to America not as a traditional video game console, but as a new kind of sophisticated entertainment experience altogether.