tactic, the private label or special editions branded in the name of big retailers like nordstrom,nymannd others. >> when you do that, it's a limited amount you're doing, you're doing for a special customer. and because it's only in one place or only with one brand, that they could actually charge a little bit more which helps my margin, as well. >> thanks to private labelling, the marshmallow shooters ended up in clothing stores as movie tie-ins and even in food stores. >> we kill it at the candy shop. we're the only toy at the candy show. and we get a tremendous amount of attention. >> one of the accounts that we met at toy fair several years ago was all the executives from drugstore.com. we brought them in and asked if we could show them the line and they said oh, thank you so much but we're not a toy company. we're health, beauty and pharmaceutical. and i said, well, you can still have fun. so three days later, we got a call and they wanted to put it on their website. that year, they sold over 100,000 marshmallow shooters. and she said we want a gold plated marshmallow shooter for o