Most importantly, our goal is the promotion and encouragement of intellectual development in children as early as it is possible. On this basis, we derive the principles behind the production of our books:

To make the story interesting.

Many children’s books go for a story without a conflict: there is no villain, no problem that has to be solved, and the characters are engaged in mundane activities which are ultimately as boring to children as they are to adults. We believe that the presentation of a strong narrative is what keeps the parents buying the series to their children, keeps the children reading books into adulthood, and engages their minds – which is highly important for the realisation of their potential.

To make the pictures eye-catching.

Aesthetics may be a matter of taste, but for a child between the ages of 3 and 12 the development of their visual centres relies on the chance to be able to observe the details and colours of the world around them. While some children’s illustrators have settled for using a very minimalistic art-style, we make a point of ensuring that the visuals of our books are painted intricately, with enough room for a reader to stop and inspect the artwork on its own.

To make the texts richer.

Children are naturally good at absorbing large amounts of information. You say a new word, and moments later they’re repeating it. With books, there is no better time to introduce new vocabulary than between the ages of 3 and 12, which is why we don't shy away from using more difficult words where appropriate. Children reading our books will grow up to have a wider vocabulary, which is an invaluable service to their future.

To inspire the next generation to become thinkers.

An unfortunate trend in many popular stories is the relegation of intelligence to the “scheming villain”. While the heroes possess qualities of friendship and honesty, the qualities of analytical thinking are too often left to the evil character, who is to be defeated miraculously through a fortunate series of events. We write our books in such a way that children will learn to view intelligence as a positive human quality, which they will strive to attain in adulthood.