A model of research and development in the toy industry is examined for information relevant to educational research. Three basic components (sales and marketing, preliminary design, and product design) are described. The author suggests that educational development should adopt a marketing perspective insofar as that entails conducting research and development with an eye on what will be acceptable in the classroom. Possible applications of the toy industry model are explored for the areas of needs assessment, prototype development and testing, decision-making, product development, and implementation and dissemination. For example, educators are urged to conduct research to determine sources of resistance to educational change and to uncover the market's preferences. (GW)