25+ kids showed up to Pony Club this week. They colored on our new Pony Coloring Pages. They traded cards with each other. They got their first Pony Passports. They ran a scavenger hunt through the store. This is what most retailers are missing. A card shop isn't a transaction point. It's a gathering place. And when you build it that way, the kids drag the parents in — every single week. School let out last week. These get bigger from here. Brands that want to reach this audience don't need another ad spend. They need a room full of kids already loving the product. We've built the room.