jac: right? mark: yeah. the nice list. that's so cool.at is going to draw people in. it's just going to be fun. you want to be a part of it. it's totally infectious. lemonis: all right. well, let's start with... mark: let's -- yeah. lemonis: ...baby steps. mark: baby steps. i got you. lemonis: while we're at pinnacle, i'm going to have mark practice recording a radio spot. in order to be a retailer, particularly with something like a toy business, you have to be able to communicate excitement and fun. ultimately, if he can do it, customers will have a better appreciation for him and have an affinity towards him. mike: so in here, this is one of our edit suites, and this is a sound booth, so -- lemonis: you ever been in a sound booth? mark: never. lemonis: let's go inside. don't touch anything, though. so i want you to give us a 30-second elevator pitch. mark: oh, no. [ laughs ] you put me on the spot. lemonis: from the heart. make it happen. man: all right. we're recording. take one. mark: all right. so santa's toys, to me, is a place whe