Imagine not knowing who Muggles are or how the Dewey decimal system works? Well, it is akin to being left in the dark about kids' technology needs. That is why the U.S. Department of Education (DOE) is in the process of gathering student opinion as it prepares for the upcoming release of its national educational technology plan. The hope is that this unprecedented move will help educators make more informed purchasing decisions and devise more effective teaching strategies, And it makes perfect sense--marketers have been studying kids' demographics for years, so it is about time that educators started taking advantage of students' attitudes and interests to boost learning. This new development in educational technology is described in detail in this article.