SoftPlay's newest license is Disney's Pooh & Friends; books will launch in spring 2005. The company, which started as an imprint of Kidsbooks in 1995 and took its first license in 1996, produces a full line of interactive soft books that promote early language development. The company's focus is on mass channels—titles targeting this distribution tier include a $2.99 book meant for drugstores and supermarkets—but book chains such as Barnes & Noble carry a small selection, according to CEO Dan Blau. Other SoftPlay licenses include Fisher-Price, Clifford, Sesame Street, DragonTales and VeggieTales.