to look at the numbers, ubooly faces an uphill climb.usands of new toys are introduced every year. the industry is projected to hit $100 billion by 2015. but the two categories in which the toy market has seen some weakness are plush, and youth electronics. exactly what ubooly is made of. >> plush may have been down slightly, youth electronics, but we see different categories tend to do well at different times. >> the second strike against ubooly is it doesn't follow the toy market's play book. sold almost exclusively online. no 30-second toy spots. >> the growth is in 700 million range for marketing every year. if you are going oput our tiny little budget up against theirs, we're going to get crushed. so we have to make our product that much better. >> this totally flies in the face of the way toys are supposed to come to market. >> yes, exactly. >> when you're doing everything wrong karlie you get that right. >> i know. >> the biggest thing springing from movies, the ubooly isn't from the cross branding world. >> there isn't a toy on t