toy companies change and adapt their toys to meet the changing demands of children thereby gaining a larger share of the substantial market. in recent years many toys have become more complicated with flashing lights and sounds in an effort to appeal to children raised around television and the internet. according to mattel's president, neil friedman, "innovation is key in the toy industry and to succeed one must create a 'wow' moment for kids by designing toys that have fun, innovative features and include new technologies and engaging content."