A Chat With March’s Profile, Martin Smith, CEO of MindWare

CS: What is the demographic targeted by the catalog?
MS: We’re targeting children overwhelmingly, but of course it’s not usually the children who are actually placing the order and certainly not paying for the order. So we’re targeting parents who have an interest and it fits the parents’ motivation, which is probably the most important thing. Parents, or the grandparents for that matter, that want to give their child something that is (a) enjoyable but (b) beneficial.