I've been wandering around all day looking for inspiration. 
And it seems that within toy sales it's imperatiove to be prosciptive. 
Surely one of the major retailers could realise that cupcakes and butterflies for grils and transport and dinosaurs for boys is just ouutdated and break free from the molud and then just sit back and wait for hoards of satisfued MNers to boost their sales.
AIBsimplistic?
Sigh.