With the insight that children often steal their parents’ tablets to play mind numbing games, the strategy was to position Nabi as the ultimate tool for development. Fantastical scenes and the tagline “To you it’s a tablet, to them it’s a world" engaged parents and kids alike. Phase two featured rapper Lil P-Nut to show kids how to showcase their genius. The TV and digital campaign raised brand awareness and sales, and Nabi ranked as the #1 selling kids’ tablet, #4 in the overall tablet category, and sold 1.5 million units at launch, surpassing Fuhu’s 1 million goal.