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In 1916, American Optical (now owned by Zeiss), collaborated with the Boy Scouts to market their eyewear and their cool factor to children. This was the first time eyewear was marketed towards kids as being "cool." After this successful ad campaign, American Optical continued to pave the way in children's eyewear marketing and also for children's eye exams. You can read more about American Optical and their eyewear marketing from a century ago in this Vision Monday article written by Ted Gioia. Click here to read the article. I highly suggest it. (It's only a quick 5 minute read.)