English as a Second Language

Why Teach ESL To Preschoolers

Every piece of research in the field points to the benefits of starting a second language as early as three years of age. The advantage for younger learners is that they have the ability to develop closely near native-like pronunciation and intonation in a new language. In addition, literacy skills that are being developed in the native language transfer to the learning of the new language. For this reason, research studies have shown academic gains by students who have begun learning another language at an early age.

Additionally, foreign language learning is much more a cognitive problem solving activity than a linguistic activity, overall. Studies have shown repeatedly that foreign language learning increases critical thinking skills, creativity, and flexibility of mind in young children. Students who are learning a foreign language out-score their non-foreign language learning peers in the verbal and, surprisingly to some, the math sections of standardized tests.

Learning should be fun. The more fun it is to learn a language, the more a child will want to stay with it. Learning while playing is the best way to learn because it creates emotional attachments, and emotion is the door to learning (Jensen, 1994; Dryden & Vos, 1997; Dryden & Rose, 1995).

The characters in TJ and Pals will teach ESL to pre-schoolers in a fun and engaging way in specifically designed games and lessons that will be available in various mobile platforms. This is also an important tool in establishing the TJ & Pals brand in China.

Launch Market

The first target market is China, followed by other Pacific Rim countries. Vietnam, South Korea and Japan are huge potential ESL markets.

China

English language learning can accurately be described as a national obsession in China. More than 400 million people are learning English at any given time and among them are around 269 million children ages 0 - 14 years old. The ESL market has nearly doubled in size in the last five years and is now worth around $3.1bn. China is the fastest growing private English education sector in the world.

English as a foreign language is required curriculum from 3rd grade in primary school through the third year of university. College students must pass the College English Test, Band 4 (CET-4), or an equivalent, in order to receive a bachelor's degree. However, there are problems. EF English First is the Chinese market leader in English instruction. A spokesperson for the company, Ming Chen, said "People in China, from primary school to university, spend many hours learning English but still cannot speak it."

US entertainment giant Disney saw this as a unique opportunity to teach English to small children, while at the same time establishing an extention of its branded products and characters across the country. Disney English launched a chain of children's English language schools, opening its first school two years ago in Shanghai and plans to expand from 11 to 148 schools across China in five years. Their target market is children 2 - 12.

Andrew Sugerman, Disney English's general manager, said: "Disney's focus groups find that for Chinese parents, 'education means everything'. English, in particular, is viewed as a ticket to the wider world. Studies commissioned by Disney estimate that the market for children's English-language education in China is growing by 12% annually and will reach $3.7 billion by 2012."

Opinion polls show that Chinese parents are most concerned about making learning fun and effective for their children. The rapidly growing Chinese middle class, with rising disposable income, means there is no shortage of parents and grandparents willing to pay the tuition.