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"Harry Potter gave publishers (the idea) that, in some cases, there's a better market for a book that's put into teen spaces than adult spaces," says Trevor Dayton, vice-president of kids and entertainment for Chapters/Indigo. He notes that recent years have seen marked growth in "crossover" titles with special-edition book jackets designed for an older audience, greater maturity in graphic design, and marketing campaigns that speak to readers in wider demographics.