What costs less than psychoanalysis and is always there when you need it? The FreudToy. Bob Myrstad came up with the idea while writing a movie script about a self-conscious character with a Freud doll. The script is collecting dust, but Myrstad now sells both FreudToys and Freudian Slip notepads through bookstores and mail order. Next up for the New York City-based company: a 50-minute watch for shrinks. -- Leslie Brokaw