The authors examined technological and traditional infant toys to understand the U.S. toy market facing today's care givers. They found significant differences in the two types of toys in terms of their developmental targets--with more traditional toys aimed at physical development and more technological toys aimed at cognitive development. Given that the toy market is so vast and that technological toys sometimes come with considerable costs, they argue for the need to understand more precisely how toys are marketed to prevent exploitation based on the pursuit of a so-called "brainy baby."