Hello, INtegrity I think mainly depends on dealers for their sales, They have done QUITE WELL with dealer sales and most lines do eventually sell out thru their exclusive dealers. I dont think INtegrity realy depends on marketing anything thru WalMart or Kmart or whatever retail stores sell their product!! I do think Integrity has a very good marketing strategy or they wouldnt have been in business now fofr if I am correct almost 10 years. Their sale have consistently gone UP with the new additions to the playline and of course the new Fashion ROyalty dolls which have gone thru the roof with sales!! I dont think Integrity has anything to worry about with their business. PLUS they have consistently BETTER customer service than Mattel of without a doubt Hamilton toys EVER could hope to have! ttys Kevin