Whim is a publishing house that promotes reading for children and allows them to use their minds creatively while learning at the same time. Whim publishes books based on the fairy tale genre, new and old, for its imaginative and moral qualities. Since the oral tradition of the fairy tale came long before the written page, the identity’s unique niche is that it promotes storytelling and encourages children to create their own tales, allowing and encouraging for more creative minds within society. The purpose of whim is to rouse children to believe that reading is fun and help them Wander Headfirst Into Magic by reading. The intended audience is children ages three through twelve.