Limits a company's earning potential because the market for that specific item would only be addressed to one genre. This causes the profit rate to decrease because the target market for that specific item would only be a man or only a woman. By targeting kids in marketing mini race cars, Hot Wheels may have a lower profit rate because its primary target is kids. If the product was a unisex product, it would have a lot of profits coming in because it caters to the needs of more than one specific gender. According to Kate Fitzgerald, every toy maker's dream is to make a toy that every boy and girl finds irresistible. A “smash” toy can generate a large sum of profits almost overnight and one that can appeal to both genders would be considered a double whammy (1). For example, board games, puzzles, and bubbles that are not labeled by genre have a better chance of achieving higher profit potential than a toy like mini race cars. It would be better for companies to have items like the ones listed above for better selling