Flik Flak specializes in watches for children. They look cool, they use images the kids are familiar with and they teach kids how to tell time. With all this going for them, Flik Flak Watches have grown since their beginning in 1987 until they now are the biggest-selling children's watch in the world.

Even with the advent of digital displays, timekeeping is dominated by the standard hours-and-minutes hand arrangement. This basic clock dial configuration is so completely ingrained in world culture that it is unlikely to go away in the foreseeable future. However, it turns time-telling into a system of movements around a circular dial that can seem quite arcane to small children, a seemingly complicated thing that only adults can understand.

Flik Flak turns the learning of time-telling into a fun game concerning two cartoon characters, Flik and Flak. Flik is a tall fellow who walks fast, moving around the dial every hour. His little sister Flak walks more slowly, taking 12 hours to circle the dial. Thus, with concepts that they can easily understand, kids are introduced to the idea of two hands moving around the clock face at different speeds.

This concept is introduced in Flik Flak Cute-Size, the first of three age-specific lines. The watches in this series have the two characters shown on their faces, making each watch a learning aid. After that comes the Flik Flak Preschool line, followed by the Flik Flak Full-Size line, each line having a progressively "older" look. While the youngest group concentrates on simple images like flowers and butterflies, the next group brings in Barbie and a series of Disney characters. As kids grow into the oldest group, they can have Harry Potter and Spiderman. At each stage they have a selection of watches that looks right for their age group, so they will never feel that they are wearing a "kiddie" watch.

Flik Flak also feels that their watches are more then just toys, and should be made to the same standards of design and manufacturing quality as adult watches. These are serious timepieces that can stand up to the kind of wear small children can inflict.

Many watch companies make items for children, but Flik Flak doesn't do anything else. In a world where most things seem to be designed for the old folks, kids can finally have something that is specifically for them.