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With the goal of assuming a leadership position in the kids’ financial literacy arena, Citibank asked the Gass Company to evaluate the bank’s ongoing efforts in the area, draft a white paper on financial literacy issues, and develop a prototype for an online offering to Citibank families. The result was a developmentally appropriate, playful, practical, and appealing money-management system for kids ages 6-12: Get $.E.T. at Citibank (save.earn.think.).