This seems to be like a profitable trend. Baby Groot was very popular with the young female audience. Baby Yoda was even more popular, to the point of girls photoshopping him with a Starbucks cup and making them their avatars on social media. Then SEGA tried to replicate its success with Baby Sonic in the latest movie, and it also had a huge boost in popularity afterwards. And now, the baby Mr. Peanut thing in the latest super bowl ad. This all seems strange and random to me, but then I started to realize that this is all happening around the same time that college educated millennial's (enormously profitable consumer demographic) begin to age into their late 20s and 30s and are significantly more likely to be childless than women of earlier generations. Do you think the increase in baby characters is a reaction to this demographic? Do you expect an increase in baby-related marketing in more products? (Baby scented candles, wine bottles with babies on them, baby outfits for kittens etc.)