DFR, Inc. manufacturers and markets children's toys. They recently changed from an average selling price of $15, at which they sold 1 millions toys...

DFR, Inc. manufacturers and markets children's toys. They recently changed from an average selling price of $15, at which they sold 1 millions toys annually, to a new price of $17. At the new higher price, unit sales are forecast to decline to 950,000. Variable cost per toy are $10. 

What is DFR's "optimal" or "profit maximizing price"?