"The DS is a very different market than console, I think treating it as such helps," Slaczka said about cracking the DS market. "I think it's one of the toughest markets to sell on because the demographic is so broad: gamers, non-gamers, kids, adults, boys, girls. And unlike the Wii, it's even more limiting in power. Making a game that appeals to everyone is tough." And that kind of universal appeal is exactly what 5th Cell went for with Scribblenauts -- an approach that put them in some pretty exclusive company.