The desire to more directly target that 13-17 year-old market was what led to the All I Want For Christmas Is A PSP campaign last year, Koller said. "That campaign clearly did not work," he said, but it was an attempt to "identify ways of speaking and marketing to that 13-17 year-old consumer. It was an effort to be able to target that individual in a more quiet manner and not go out and promote it and have it be something that was found. The way it was done is not correct... In the future, we'll be more clear and transparent to the consumer."
