A cassette loading device for a tape player equipped with a motor driving capstan (3) and a pinch roller (33) for pressing the tape against the capstan. The power of the capstan motor is transmitted to a power transmission rotator 17 through a driving gear (11) and a clutch gear (16). The rotating force of the power transmission rotator is then transmitted to the cassette holder driving section 46 through a speed reduction mechanism 44, 45. Therefore, the cassette holder can be moved and loading or ejecting of the cassette can be done without complicated motion timing or the need for a dedicated motor. IMAGE
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