As these years were going on they had competitors come in which wasn't like the first time that had ever happened but they weren't able to respond to it in a good way. Mattel just got involved in lawsuits and that I got totally mired and arguing over that rather than trying to address their own product and putting their attention there. The Barbie of today comes in many different body types many different skin tones many different hair color hair type eye color as possible you can be with the limits of manufacturing. They're broadening it out to include various types of physical abilities that people have  and will probably continue to widen that.