EA Flips: interactive digital books

Parents know - encouraging a child to read can be a real challenge. Contemporary distractions like television, computers and consoles are so accessible to children that it's difficult to make educational activities, like reading, hold the same appeal

But children are familiar and confident with technology, and rather than presenting an obstacle it could be another way of reaching out. With nearly two million UK 8-11 year olds owning a Nintendo DS, literature has a fun new medium.

EA Flips are an innovative book range created for the DS. Because the DS is a handheld console, Flips are even more portable than good old fashioned books, containing several stories on one title.

Flips also incorporate touch-screen interactive features, encouraging your child to connect with the written word in a new way.

Designed in conjunction with top publishers such as Penguin and Egmont, Flips cover some of the most acclaimed authors and modern classics. Titles include: Eoin Colfer's Artemis Fowl, Rick Riordan's Percy Jackson and collections from Cathy Cassidy and Enid Blyton. Coming soon as the newest addition to the range is Andy Stanton's multi award winning Mr Gum.

As JK Rowling and the Harry Potter sensation demonstrated, books still capture the imagination of children. Because Flips are presented in a new, electronic format, even your childhood favourites are just as new and exciting to your child.

Almost 70 years after its first publication, Blyton's Magic Faraway Tree is more vivid than ever. With all three of Blyton's original Enchanted Wood stories available on one Flips card and three brand new Faraway Tree adventures the fun is enhanced with colourful displays and interactive features.

As they read about the adventures of Joe, Beth and Franny, children collect hidden items like feathers and musical notes to unlock bonus content. So when they aren't reading, the bonus content (including recipes and activities) will keep their young minds occupied.

Interactive features are tailored to the specific titles, creating a multi-dimensional literary experience. In Mr Gum, collected items are used to create a giant mess and unlock six volumes of the Lamonical Chronicle, and in the Percy Jackson series, children uncover facts about the Greek Gods.

Using the DS's wireless connectivity, children can share sample chapters with friends and unlock more bonus content. So books are back to being the stuff of playground chatter!

Each Flips release features six to eight books and is jam-packed with stimulating bonus content, making it ideal at home, with friends or on the go. Those with a DSi can also download individual Flips books from Nintendo's DSiware service. And the growing range of titles means children of all ages, interests and abilities can enjoy this exciting new way of reading.