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

CS: Is there a specific demographic that performed better than others based off of last year’s sales?
MS: I’m not sure I could say really very much about one being better than another, but I could say, and no doubt about this, that our kind of center of gravity is very much towards professionals, higher income, high instance of both mother and father having a professional job outside the home, aged in the kind of age ranges that you would expect to have children in our target bracket, which is roughly five to 12. So it’s parents who are in their 30s and 40s, overwhelmingly.