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August 26, 2002

Berlitz Targets Kids

Amidst the ongoing economic gloom, eikaiwa, or English conversation, schools are targeting the healthy and growing children's market. Mahmoud S. Kashani, executive vice president of Berlitz Japan Inc., said that hi firm see the young market as having the greatest potential for growth. The idea is to get them while they're young and keep them. In 2000, the company launched a program called Sesame English, using the popular Sesame Street TV series to teach children between 4 and 12. The program has from 7,000 to 10,000 children and makes up about 5% of Berlitz sales. The company hopes to double the number of its language centers from the current 62 by 2005.

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