Ever wonder how the research and development divisions of massive toy companies operate? This FastCo Design profile of Mattel's new BOOMco line of toy guns details the three-year process Mattel researchers and prototypers journeyed to produce a product line to challenge Habro's Nerf (that design story told here by Wired). Mattel, known for its Hot Wheels cars and Barbie dolls, wants a share of the estimated $500 million toy blaster market (they already bought LEGO competitor Mega to fight in the building-block front). Their toy makers claim that BOOMco blasters were engineered to have six advantages over NERF, including darts that fly straighter and stick better. One innovation to improve the stickiness of its plastic dart tips--formulating not only a new material for the dart, but the targets as well.