We're seeing nice growth in all of our content, but we know we're definitely selling a lot more kids titles.

This place, this house, nothing grows there. This is a place of no color, no growth - nothing can really hope to be fertile in this environment until this hothouse flower walks into this place.

We find once August hits, the kids are anxious to come back,

It's definitely an attractive target area for growth given that kids are becoming tech savvy much earlier,

It's becoming a really important event for the kids. Every year it gets bigger. To watch the growth of this particular event and to see the enthusiasm of both the schools and the children as this project developed has been really exciting.

Kids in Western cultures still hit that growth spurt in their teens. It happens just before they're ready to strike out on their own — if you're lucky.