He offers several reasons, starting with spending in Britain on language teaching in schools, which is proportionately lower than in France or Switzerland, say.

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"Bully" is a teaching tool, and the language in question turns on words routinely heard or used by the very kids who should be seeing it, both for enlightenment and solace.

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To be sure, I gave up a share of the company, but I have always been clear that my goal is to make Little Pim into the most widely-used language-teaching program for young children.

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That is why it took Switzerland more than 20 years to introduce teaching in a second national language (German or French) at the age of 11-plus instead of 14.

ECONOMIST: Do you speak English? Jaa, es bitzli