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Looks like the reason for the sudden promotion is that it's only been available in Europe up to now, and was just released in North America on Monday.
I suspect a lot of those books are going to be beyond a 7-year-old's interests (I was a precocious kid, but even I didn't start on Shakespeare until 8!), but there's plenty of great stuff for the older set. As for the 7-year-old, get him Bookworm!
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