We had to create a destination for kids that entertains, challenges and engages, inviting repeated participation and involvement and establishing a relationship between them and 'Coco the Monkey'. Primary audience is children 6-12 years-old, boys and girls, which led to a key task of delivering games and activities, and a navigation metaphor, that are capable of challenging each age/gender so everyone can find, explore, play, communicate and have FUN! User sessions jumped 100% in the 4 weeks following launch, remaining at this level since; sales of the product were up 30% year-on-year.