Another lost remote issue - Apple TV won't turn on.

My husband likes to lose our remotes for our apple TV. Today I purchased remote number 3. I know how to unpair, then pair the new remote, but now I can't even get it to turn on. I tried =unplugging it and replugging it back in. Both at the outlet and at the device itself. Any suggestions? Or do I have to bring it in to Apple at this point?