Effective advertising strategies also heavily involve product placement; The marketing practice in which a business pays for its brand or products inclusion throughout a film or television programs. Theory suggests that the limited cognitive process which occurs when a child engages in television inflicts a feeling of familiarity to stimulate preference. Toy Story, a famous all time Disney movie worked in association with toy makers, basing the movie characters off real life toys. Mr Potato Head, Slinky Dog and Etch a Sketch original sales needing refreshing. After the release of the film in 1995 the sales of the toys that featured in the Toy Story movie skyrocketed. In correlation, the Disney Movie Frozen is a franchise within itself generating a net worth of $2.25 billion. Disney has capitalised on the films wide audience by constructing a profitable franchise supplying Frozen Character dolls, teddies, lunch boxes, clothing, duvet covers and more. According to Dave Hollis, executive vice president for distribution at Walt Disney Studios, Disney had troubling marketing to males. To over come this Disney found that boys respond more to humor therefore Olaf, the comedic Snowman was advertised as much as the two female lead characters were. The success of this strategic marketing was reflected in the exit polls which read that 43% of the audience during opening weekend were in fact male. Using this particular advertising strategy Disney in theory doubled their targeted audience.