Chris Cocks

And I think you're seeing it in terms of what their multiples look like and contraction in that business.

Oh yeah, I mean, for sure.

There's a couple things at play.

First off, those collector-oriented businesses, gamified and adult-oriented businesses tend to not be tariff-exposed.

Imagine The Gathering, the majority of the product that we sell in the U.S.

is printed in the U.S., so there's no tariffs associated with it.

Digital games don't have tariffs because they're made and published here in the U.S.

for U.S.

audiences.

So that really helps.

And then last but not least, because you're dealing with audiences that, you know, 20, 30, 40, in my case, 50 years old or more,

They tend to have a better personal balance sheet.

They tend to have less elasticity of demand.

And so you just have a bit more pricing power even when you have to take prices if there's something that's tariff exposed.

With kids, you tend to be dealing with families on budgets.

They're pinching pennies a little bit more.

Parents are always gonna prioritize their kids, but there's only so many dollars to go around during Christmas or a birthday.

So I think 70% of our business, maybe upwards of 80% of our business are focused on that collector gamified business.

And then moving forward, probably 90 to 95% of our investment are focused there.

And I think that's what investors are appreciating today about our story.