I can already tell you that the idea that a phone number calls a house rather than a person is foreign to a 7-year-old.
He said they failed at their market research - they tried to make something that appealed to parents, but neglected to see what kids actually wanted(to have things like the adults do). American kids knew it wasn't a real phone, and rejected it. Their parents then got them a flip phone instead of a "kiddie phone".