To create educational products which will help children to fulfil their potential by teaching them to think, understand and to use their knowledge in creative and positive ways.

To use ethical business practices and non racist, non political and non sexist policies.
To be environmentally aware when making business decisions.
To work with educators to design products that fulfil a genuine need. All products must be rooted in sound educational practice and offer a genuine enhancement to the learning experience.
To respond to our customers needs in a friendly, efficient way.
To support all our products technically and educationally.