Young mothers who were raised on TV and movies are being targeted in a marketing push for animated DVD versions of children's picture books.
Unlike usual cartoons, the picture book DVDs move slowly so viewers feel like the story is being read to them.
"We wanted young parents to get to know picture books while using digital equipment they are familiar with, and for children to be exposed to the world of picture books," said Emi Ishihara, a producer at Morning Inc., an image producing company based in Sapporo that developed the DVD picture book series Chilbie.