Kids love books so much, most would happily recite their top 3 or 4 favourites at will. Every other year this innate love of books is given an outlet through the Whitcoulls Kids Top 50 list, an event that not only provides a chance for children to express themselves but also inspire others. This year the list was created completely online to reflect the high usage amongst the 6-16 age group and at the same time delivering more cost-effective entries. In order to appeal to a highly experienced and critical online audience, the insight that kids literally lose themselves in their favourite stories was dramatised. The quality of the art direction, illustrative style and attention to detail created a level of engagement normally associated with games with substantially higher budgets. The result was the Wonderful World of Stories, a metaphor for the fantabulous places made possible by a good read. This was brought to life by creating a storybook-themed online world through the use of iconic, hand crafted illustrations. The world existed predominantly online but was also promoted in-store and through the Whitcoulls Rewards database that grew participation by 31% YOY and converted 98% of site visitors to voters.