The adorable concept behind Smart-e Bear was immediately endearing to our parents testers. Being able to "customize" the bear specifically to their child was a feature that really impressed. Children will simply never grow tired of the bear because it grows and evolves all based on the age of your child, their developmental stage and individual learning needs. As a parent you have the key to update the bear, even download songs with iTunes. There are also stories and games that can be uploaded into the bear. The educational component really impressed parents but flew right over the heads of young children who were too busy having fun.