Monday, November 19, 2007

The dark underbelly of capitalism

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Via the Washington Post: "A kids' book doesn't sound like the seed of a multimillion-dollar enterprise, even if it is about the HokieBird, the much-loved mascot for Virginia Tech University.

"It was a simple tale of the HokieBird visiting the main sites on campus, saying hello to everyone, then going home and going to bed. Naren thought every parent who'd graduated from Tech would want one for his little one.

"This year, Mascot Books will have 70 titles, including its first books for NFL football teams. Aimee has created a proprietary character named Cort the Sport, who will be in a series of titles on good sportsmanship. Revenue this year is projected to reach $4 million."

According to a reviewer of Howdy Reveille!, "I'm happy with it because it got my niece to say 'Gig 'Em' and 'Reveille.'"