Eric Ryan

content.

And I would really focus as much as you can on driving customization and then telling those stories.

The other part I'm really, I think you could do well here as part of customization is licensing.

Licensing, especially with retailers is a great quick shortcut to really build even though you're borrowing someone else's brand equity, but particularly for kids.

Bringing in kids' characters and being able to custom on top of that, I think would really get that flywheel going and be able to drive a lot more content around it.

Yeah, I think that's the gold.

I think everything is built around customization.

And Guy, I love that too, because you could do hotel activations and that then drives your entire content strategy.

And then if you could lay around licensing on top of it to just continue to drive freshness and relevancy.

And at the end of the day, I think you're not selling flip-flops, you're really selling summer and celebrating summer.

And summer sometimes is on a vacation during the winter.

But that I think will give you the foundation that will start then unlock a bigger brand idea here as well.

How hard would it be to create event teams that go into kind of building on Guy's idea?

So you send event teams into hotels during peak moments, and you use that to not only drive sales, but also drive content that ultimately fuels your marketing.

If you can create cost-neutral marketing through events, then I think you solve your problem of how to create a flywheel here.

And then how I agree with Guy is you're really selling an experience.

And any way you can layer on that experience, vacation kits, summer bundles.

And I think ultimately, as a parent, that would have been the best souvenir to come back with with kids.

No, and every parent loves flip-flops and there's nothing cuter than little flip-flops with a kid's name on it and some sort of customization.

So like, you know, parents will just eat this up.