There is nothing for a child quite like receiving something in the mail. And imagine having it come on a regular basis. As a child, living overseas, I can still recall the excitement each Monday waiting for The World of Wonder magazine to be delivered. Not only was the magazine itself a great read, but somehow the receipt of mail is one of the first tokens of a child's admission into the world of adults.
Beyond this though, we are also focusing on the fact that we are a highly mobile and dispersed world. In the US, in any given year one out of six people move residence, half of them out of the county in which they currently live into another county, state or country. We often cannot be with those that we hold dear. We want to make it easy for an adult to send books on a routine basis to those that they may not be able to visit. We hope that it is a gift that makes the child feel special, think of the giver and enjoy in its own right all in one go.