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Interview with Coleco President Arnold C. Greenberg 06/83


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I finally got around to scanning an interview with the President of Coleco, Arnold C. Greenberg, from the June 1983 issue of Video Games magazine. Interestingly enough, I actually acquired this magazine issue when I got my ColecoVision P.O.P. store display. It had been tucked away in the lower storage compartment of the cabinet for probably the better part of twenty years. Anyways here it is, my gift to all the CV fans...enjoy.

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Thank you both for sharing those articles. I have always been very curious about the history behind the Colecovision but never found very interesting information on that topic online. It's a shame that they entered the market just as it was about to go bust because I think that Coleco could've done a lot for video games. The company was very focused on simplicity and quality, two things that games absolutely need in order to have wide appeal.

 

On a slightly unrelated note, I had never heard of the Colecovision Super Action Controller before. I checked out some pictures of it and that thing is a monster! Any thoughts on that controller? I like the fact that it has a pistol grip with 3 different buttons.

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Thank you both for sharing those articles. I have always been very curious about the history behind the Colecovision but never found very interesting information on that topic online. It's a shame that they entered the market just as it was about to go bust because I think that Coleco could've done a lot for video games. The company was very focused on simplicity and quality, two things that games absolutely need in order to have wide appeal.

 

On a slightly unrelated note, I had never heard of the Colecovision Super Action Controller before. I checked out some pictures of it and that thing is a monster! Any thoughts on that controller? I like the fact that it has a pistol grip with 3 different buttons.

 

 

haha I own a pair of these things, they really are MASSIVE! It's an interesting controller, none the less, got it as a gift :D

 

it actually has 4 buttons on the grip. 12 number pad buttons and a scroll wheel.

 

someone else can probably describe the scroll wheel better than me :)

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On a slightly unrelated note, I had never heard of the Colecovision Super Action Controller before. I checked out some pictures of it and that thing is a monster! Any thoughts on that controller? I like the fact that it has a pistol grip with 3 different buttons.

 

WHAT???!!?!!? Ya never heard of the SA controller?

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Here's a listing for that building in the picture. Looks like it's been refaced since 1983 (or maybe just painted?). Notice in the description how it still says "former home of Coleco Toys". Funny how 20 years later, that's what it is remembered for....

 

945 Asylum Ave, Hartford, Ct.

Yup...I've driven by there many times.

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I enjoyed reading that... Looking back, Mr. Greenberg seemed to understand the market pretty well.

 

Yeah he was a swell guy :ponder:

Read on....

 

Awhile back I had an excahnge of email with an ex-coleco contractor. I re-print it again for you "Arnie" fans.

======================================================================

 

This is an exchange of email I had between an Ex-Coleco employee from back in the day.

 

I've heard rumours, but this is a first hand account (note the names have been changed Mr X).

 

Makes you think about the differences in philosophy between Atari, Mattel and Coleco....

 

///////////////////////////////////////////////////////////

 

Back when Coleco was switching from having their video game electronics built in Taiwan, to building them in-house in the US, I was hired as a contractor to design and set up the test and repair line for the completed printed circuit boards. "Colecovision" was still being developed then, and the Adam wasn't even on the drawing board yet. I was there for a year, and the management attitude towards the help was about as close to a "slave labor" mentality as I've ever seen, particularly on the assembly lines. Supervisors walking around with stop watches, and constantly yelling at people to pick up the pace, etc. It got really ugly sometimes, and more than one person snapped and took a swing at a floor boss on their way out the door. They were constantly running ads for new hires due to the turnover. I had heard similar stories about their other toy plants in the area, but I didn't really believe it was that bad until I saw it myself. Today, there would probably be lawsuits by the ton. :-)

 

It was the Coleco upper management that set the tone though. I once was included in a group of managers escorting Arnie Greenberg, then the Coleco CEO, on a tour of the new facilities. When he saw one young lady from the assembly area walk by that had a deformed foot and limped badly, he told the personnel manager that she "disturbed him", and to get rid of her. I'm sure she was not told the truth about why she was fired that afternoon...

 

I hope the TV folks do follow through on the DVD for you!

 

Mr X

 

-Lee

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I never did have the SA controllers the first time around with the CV. Were they fully compatible with all the games, or did they only work with some?

They were compatible with every regular game ("regular" as in designed for the standard CV controllers), and a few games were designed specifically for the SA controllers: Super Action Baseball, Super Action Football, Rocky, Frontline, just to name a few.

Edited by Pixelboy
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I never did have the SA controllers the first time around with the CV. Were they fully compatible with all the games, or did they only work with some?

They were compatible with every regular game ("regular" as in designed for the standard CV controllers), and a few games were designed specifically for the SA controllers: Super Action Baseball, Super Action Football, Rocky, Frontline, just to name a few.

 

I found this list of SAC specific games; supposedly it's complete:

 

Super Action Controller Fifteen Game Pak. This game collection includes all fifteen ColecoVision games which require or are compatible with the Coleco Super Action Controller. Many of these games can also be used with the regular ColecoVision hand controllers. The following titles included in this collection are Super Action Controller compatible: Antarctic Adventure, Burgertime, Cabbage Patch Kids Adventure in the Park, Frenzy, Frontline, Roc ’N Rope, Spy Hunter, Star Trek, Sub Roc, Super Action Baseball, Super Action Boxing, Super Action Football, Tarzan, Time Pilot, Wargames. Super Action Controller(s) sold separately.

 

https://www.atari2600.com/item--Super-Actio...COLGAM0389.html

 

I was already interested in getting a Colecovision, but now I'm definitely interested since I gotta give the SAC a try.

 

Also, as far as the way employees were treated at Coleco, that's horrible. Why did they decide to switch from manufacturing in Taiwan to the U.S.? Too much of a language/communication barrier?

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Stories like that make me glad Coleco got its comeuppance.

Yeah right...as if the companies in China you're getting stuff from today are any better.

 

I'd like to see all poorly run companies meet their justified death in the marketplace. That it doesn't always happen does not diminish my joy when it does. :)

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I'd like to see all poorly run companies meet their justified death in the marketplace. That it doesn't always happen does not diminish my joy when it does. :)

 

Yeah, I hear ya on that one. When is Sears going to finally go away for good? Whenever I've gone in one of those stores I say, "Wow, this is the most disorganized and poorly stocked store ever" plus the employees are paid based on commission which rarely puts them much above minimum wage.

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I'd like to see all poorly run companies meet their justified death in the marketplace. That it doesn't always happen does not diminish my joy when it does. :)

 

Yeah, I hear ya on that one. When is Sears going to finally go away for good? Whenever I've gone in one of those stores I say, "Wow, this is the most disorganized and poorly stocked store ever" plus the employees are paid based on commission which rarely puts them much above minimum wage.

 

Ugh. I didn't realize that about Sears. I haven't been in one in ages.

 

At least we got rid of Circuit City!

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I never did have the SA controllers the first time around with the CV. Were they fully compatible with all the games, or did they only work with some?

They were compatible with every regular game ("regular" as in designed for the standard CV controllers), and a few games were designed specifically for the SA controllers: Super Action Baseball, Super Action Football, Rocky, Frontline, just to name a few.

 

Cool! Thanks. I'll have to try to get a pair some day (after getting a CV "some day" as well...).

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