“I know a lot of parents both in and outside the industry and I’ve had so much positive feedback on Flips already I really do believe we can bring new consumers to the DS. I’m not sure we’re selling more hardware just yet, but I do think that the Flips books will encourage people to pass their DS to a child to read, and broaden the audience. (We have a) growth plan in mind should the initial launch go well” - VP of EA Play and Bright Light boss Harvey Elliott

Mr. Elliott was also asked about a possible Flips line that covered the Harry Potter series, to which he answered...

“Well that would be cool – we’re always looking at what comes next. But, for now, we are focused on, and really happy with, our current line-up. Between the four products I believe we’ve covered the kid audiences particularly neatly. Time will very quickly tell if I’m right.”

Link