Heartland Playsystems (originally known as Heartland Toy Store) is a small toy company that created the toy lines of the Gorgonites and the Commando Elite. It was founded by Irwin Wayfair and Larry Benson.
In the film
The company was bought by Globotech. It's head Gil Mars fired all the other members of staff but kept Irwin and Larry after their impressive sales of a toy line known as The Bletch Brigade, He pays them a visit to see their newest projects, which involve the creation of intelligent, interactive toys. Irwin introduces the creatures, the Gorgonites, while Larry introduces the Commando Elite, the soldiers.
Gil supports Larry's concept more, but complains when he observes a promotional advert for the toys, complaining that the toys cannot actually do what they can do in the advert. That night, Larry searches through GloboTech's hardware online database and decides to use an intelligent AI munitions computer chip to power the toys, which are put on production.
An impatient Mars forgoes any safety testing which causes many problems throughout the film.
At the end, Mars decides to use the Commando Elite for military purposes by sending them to some army rebels in South America. Mars is disappointed that the toys would never be a big hit in the stores, saying "It would have been one hell of a commercial."