Oh, that concept is not new. It is called a pop up book, or a coloring book, or a puzzle book. Heck, some just call them activity books. And they don't require a service fee!

Cute concept but come on.

Absolutely love this concept. As a parent, it really conveys the joy of reading with your child, not in the traditional sense, but in a modern way, embracing technology and books as an immersive experience.

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Karpet - really? You don't see how this goes way further than an activity book can go? A book like this can have random questions/problems on the activities so it's different every time. A book like this can give instant feedback on the child's progress. A book like this can respond to the child in a way not printed activity book ever could. The basic concept isn't new but omigosh you can go so much further with someone like this. iWant one!

Do you think that the book where the phone was inserted was special? It was almost blank, and had almost nothing to do with the phone functions. It contained a very simple 2D image, that IS same every time you open that book and put the phone in place. Only the phone has content that changes, so why put it in a book anyway? Just hold the damn phone and there you go: Just. A. Phone. The book is totally irrelevant in this "invention".