Gil Mars is the chief executive officer (CEO) of GloboTech Industries.
He's arrogant, greedy, overconfident, and narcissistic
He was responsible for tasking toymakers Larry Benson and Irwin Wayfair develop actual live-action toys capable of "playing back". Mars selects the evil Commando Elite for the project, and the heroic Gorgonites for their enemies.
He was also responsible for going safety testing and sets a short production time which lead the entire incident of the film.
Later, he bribes everyone to keep quiet about the incident to protect the company's name and to keep his company going. He decides to have the Commando Elite reprogrammed for military missions in South America.
He was disappointed that the toys would never be a big hit in toy stores.