Educational Memory - In order to confront little kids with the images of real fruits, stuff they don't learn about from all the fancy yoghurts, candy, smoothies and co. The learning effect is multiple, as the kids learn to identify different fruits by the look and name, and conotate a rewarding experience with fruits in general, while being succesfull in the game. Probably anybody who took the time to play games with kids will have realized, how much better they are in this game, than adults. ;-)